Set Up a Direct Mail Campaign

The Right Way to Set Up a Direct Mail Campaign

Having completed over 25 years of direct mail campaigns averaging 40 a week, we’ve had the pleasure of working with some of the world’s best direct marketers. We’ve seen and experienced how they put their campaigns together, while adding our own expertise and knowledge into the mix to make for high ROI campaigns.

The most successful campaigns appear effortless in their execution, but it’s those with the most level of preparation that yield the most success. Here’s what we’ve learned as an outline of what every successful direct mail campaign contains.

 

Define your objectives

Figuring out what you wish to achieve with your campaign is the best place to start. Not only does it affect the design of the overall strategy, but can simplify just how you go about it. Whether it’s sales-focused or sign-ups-driven, think about what kind of conversion would satisfy the needs of the campaign. For those that are designed with brand awareness in mind, think about what kind of metrics you would use in order to measure its efficacy. We find defining objectives upfront invaluable when predicting the outcome.

 

Create a targeted list

Whether an internal database or a purchased list, the best direct mail campaigns target prospects with appropriate segmentation, the more available information the better. Think about the particular cohorts you wish to speak to and any behaviour that can help you increase conversions. Where do they live? Where do they shop? What kind of offers would interest them? The questions of who, what, where, why and when, help you the most effective method of communication for your data set.

 

Create your mailing design

As the vehicle for your campaign, the design is integral to its success. When developing your mailing materials, pay close attention to each element, whether it’s a letter, a flyer, special offer or a reply card. Are they eye-catching? Are they clear in their communication? Does the envelope scream “Open me”? Seek advice from your designer and direct-mail specialist, and don’t afraid to be creative. As a rule of thumb, 20 percent of the response is influenced by the design or writing of the mailing item, so give it the time and attention it deserves.

 

Then make sure your creative answers these 4 questions

1. Why should anyone read it?

2. Why should anyone believe it?

3. Why should anyone do anything about it?

4. Why should it be acted upon immediately?

 

Code your mailing

Set yourself up for highly accurate and measured results: Give your campaign a distinct identifier with personalised coding. With this information, you can determine which elements of your campaign are the highest performing and look at improving future distributions, as well as assessing the success of the existing one.

 

Test your campaign

The beauty of direct mail is in its flexibility. Why have just one offer when you can have many to establish just which is the most effective? A/B testing achieves even more from your campaigns. Try different calls to action on your envelope, change the wording of the offer to see which has the most engagement, or change the parameters of the database sample and watch the results roll in. With experimentation comes wisdom, and this wisdom is something we’ve acquired over the past two-and-a-half decades. Many approaches to the one campaign can offer insight into your database and how to best achieve an increased response rate with future mailings.

 

Distribute your mailer

Once you’ve fine-tuned your campaign, it’s ready for distribution, but there’s a lot more involved than putting a stamp on the envelope and sending it out into the wild. Bulk mailings require special consideration, largely so the postman doesn’t have a fit! We can advise on the requirements of the Royal Mail, and make adjustments to your campaign so it accommodates them. You might be eligible for Royal Mail discounts, in which case, gives you even greater ROI for a large-volume distribution.

 

Handle responses

Be confident in your ability to handle an influx of responses by being prepared. A test campaign will help you understand the response rate and plan for the extra demand on your resources, giving you ample time to assess a temporary staffing solution with your direct mail supplier should you need one. While you wait for the phone to ring, this is the perfect opportunity for additional training for your staff. The experience should be seamless for the customer from the moment they receive the mailing in their letterbox to when they connect with your team members for their new product or service.

 

Measure your results

Finally, and possibly the most insightful, your current campaign’s results are key for planning the next. Look at the rate of response and see if you can discern any correlation between the recipients and their behaviour, and of course, how it affected the bottom line. Your direct mail provider will have examples of previous campaigns to benchmark yours against, and will allow you to predict future responses. Make the necessary adjustments and commence your next phase of distribution for a simple and effective direct mail campaign.

 

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

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Award Winning Direct Marketing

Award Winning Direct Marketing

HOW WE HELPED TO PROVE
THE GTECH AIR RAM IS THE BEST
VACUUM CLEANER EVER.

Last month we told you how we took home a silver DMA Award, but how did we do it? Our client Gtech and their direct mail campaign has revolutionised the cordless vacuum marketplace. In short, turning a general loathing of vacuuming into a love of vacuuming for thousands of consumers. But how?

Gtech couldn’t rely entirely on the short narrative of TV and page advertisements to tell the whole story. By taking data of previous Gtech carpet-cleaner customers and testing alongside external prospect lists, it enabled Gtech to redefine their customer base and grow their direct sales.

One of the key factors to our success has been our constant measurement and refinements of campaigns. When testing new media, we employ order tracking tools, unique phone numbers on TV and codes in press and direct mail. We then measure response against web traffic, calls and sales data. We profile all customers’ sales by postcode region and map this within TV regions, which provides valuable demographical insights and is critical to identifying ROI and value for money against a traded CPM.

While vacuuming could never be called glamorous (unless you do it in an evening dress or a tuxedo) we took Gtech’s new AirRam vacuum, designed a unique, lightweight, simple, clean mailer, that was low-cost to post, while displaying the proposition without unwrapping and delivered it to over 1,500,000 British homes via the Royal Mail.

Our campaign made use of press coverage, specifically the Daily Mail, and leveraged their claim, “Is this the best vacuum cleaner ever?” By placing the proposition with a great exclusive offer and imagery of the cordless vacuum, one’s curiosity could only be piqued.

And it was. With a whopping 4.3% conversion to sale.

One of the challenges of the campaign came from the relative obscurity of Gtech and how exactly to convince the consumer of their reputation. Through the campaign we delivered resolutions to any hesitations by putting them in the mailer and by helping establish Gtech as the market leader.

So why not have a talk to First Move about how we can create a similar campaign for you with such impressive results? While vacuum cleaners might, direct mail certainly does clean up, awards and all.

 

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

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Silver DMA Award

First Move Win Business to Consumer Silver DMA Award

Now that the champagne buzz has worn off, there’s cause for celebration here at First Move.

We don’t mean to boast, but not only do we have all of your direct mail needs covered, but we can make them award-winning.

At this week’s 2014 DMA Awards,Jon-David First Move took home Silver
in the Business to Consumer category.

We helped our client, Gtech, achieve incredible results with their AirRam cordless vacuum cleaner.

How did we do it?

With a little creativity and a lot of direct marketing expertise.

Find out more about our award-winning campaign for Gtech here.

 

While accolades are wonderful, we also take these kinds of events seriously.

Not only do we meet with our industry peers, but it’s an opportunity to take home knowledge we can apply to your business.

DMA-BlogSally-Trisha

At the DMA Awards, the buzz was about engagement, digital, social and data, just what we have been purporting here at First Move for some time.

Diane-PhilWe’re taking everything we’ve learned and will show you further insight into market trends and how you can transform your business with direct mail.

 

So let’s all share in our joint success and create better returns on investment, together, after all we’ve proved we can do it for Gtech, so let’s see if we can help you do it too.

 

 

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

Why Direct Mail in the 21st Century?

Why Direct Mail in the 21st Century?

Is Direct Mail old fashioned? Tired – past its Prime? Overtaken by e-mail?

The above are typical of comments heard over the last few years.

The main comparison marketers undertake is between e-mail and direct mail – they both have their strengths and weaknesses so let’s explore this.

There is no one way to undertake your marketing – you should be using all the methods available to communicate and sell that are open to you. Research proves that using more than one method together increases effectiveness by on average 24% over using the individual methods on their own.

 

E-mail –   is fast, quick, low cost and research shows people prefer it as a method of communication when they know the organisation that is contacting them. In 2013 average open rates were 19.6% (consumer products faired better at 25.4%) and a unique click through rate of 16.9%. Only 3.0% of those who received the e-mail actually visited a webpage and that generated an average response rate of 0.12%. Where you have a relationship with the individual results improve and the top performers had an open rate of 38.6% but 25% of e-mailers only achieved 7%.

This data shows that e-mail can and does work but the sheer volume of clutter in peoples in-boxes, shows that e-mails are great at communication mainly if the recipient knows you.

However setting out to build a business and generating new enquiries is far more difficult due to low open and response rates and the difficulty in sourcing good quality e-mail lists.

 

Direct Mail – 100% delivery, 56% of people believe that printed marketing is the most trust worthy form of communication, 66% of consumers keep their mail for over 2 weeks. Even in a digital world direct mail gets 44% of recipients to go your website. Average response rates are 4%. Overall 7% of receivers will take some sort of action.

Research undertaken at Bangor University looked at how the brain reacts to printed material versus virtual stimuli. The “real” experience that the physical media provides means it’s better at becoming part of memory. It generates more emotion, helps to develop more positive brand associations, the materials have a more personal effect, and therefore aid motivation.

Direct mail has a response rate of 30 times that of e-mail and coupled with the availability of large quantities of reliable data provides a great opportunity to build your business. Costs are of course higher which is why you have to adopt the right approach to making it work.

 

Bibliography
Silverpop 2013 E-mail marketing metrics study
DMA response rates 2012
Royal Mail
Millward Brown – Using Neuroscience to understand the role of direct mail.

David Amor is Managing Director of First Move direct marketing, a leading mailing house located in the Thames Valley and sponsors of the 2014 DMA Awards Business to Consumer category.

Find out more about our mailing services today and how we can help you boost sales. Contact us on 01494 539300, email enquiries@firstmove.co.uk or fill in our online contact form.

You might also be interested in the following articles:

Why use Direct Mail within your Marketing Mix?

Key Statistics: Direct Mail vs Email

Harness the power of digital to execute your direct mail campaigns