Boost your ROI with Royal Mail’s 11p Christmas Promotion

Christmas Direct Mail Campaign

Christmas Cards Printed & Mailed

Helping you to reach more of your customers this Christmas for less!

Royal Mail have just announced a fantastic promotion which is running on the build up to Christmas. 

Act now and boost your ROI with a Christmas direct mail campaign sent at a reduced rate.

This a great opportunity for you to:

  • Re-activate lapsed customers
  • Dig deep into your database for higher volumes
  • Mail a new demographic or sector
  • Try a teaser mailing with a new mail-piece or to a new audience
  • Promote a specific product or service where mail was not being used

To obtain this special rate you must be an existing mailer and mail at least 50,000 more items during the period than you did last year during the same period.

Key points to know:

  • Postage window from 12/11/18 to 17/12/2019
  • Minimum 50,000 incremental advertising mailing. Maximum is 1 million. Letters only
  • Price per item rebated to 11p per item using Low Sort Mail-mark service
  • Can use via Accredited Mailing House with Mail-mark – YES that means First Move!
  • You can be using DSA but must use an OBA for RM Mail-mark service for incremental volume
  • Credit applied for via short application process. Minimum £4500 credit based on 50,000 items
  • Postage Credit applied to end user next campaign in 2019
  • Confirmation end user will benefit from credit if using a mailing house. 

 
(Evidence is required of the incremental increase or NEW incremental mailing being undertaken. This cannot substitute existing mailings).

Speak to us today and we’ll provide some great Christmas direct mail ideas to wow your customers and win new business.

For more information about this promotion please contact us on 01494 539300 or fill in our online contact form and we’ll get in touch.

Christmas Direct Mail Campaign Promotion in Partnership with Royal Mail

Direct Mail Cost

What is the Cost of Direct Mail?

What’s the first thing you do when you get home from work? Most of us check our post.

The pull is in personalisation. It’s got our name and address on it, so it’s probably important and worth reading.

Do you look forward to getting your emails as much? We’re guessing NO and the statistics support this.

‘Direct mail has a response rate of 30 times that of e-mail and coupled with the availability of large quantities of reliable data and increasingly cost effective personalised digital print, provides a great opportunity to build your business.’

Now that you’re thinking about using direct mail, your first thoughts might be:

“What is the cost of Direct Mail?”

This article will show the costs and the potential return on investment on all direct mail services. So you can make better-informed business decisions and start building meaningful relationships with your existing and new customers.

 

Postcard Mailing

“57% of respondents said that postcard marketing makes them feel more valued and creates a more authentic relationship.” – Royal Mail

The beauty of postcards is that you can pack a punch for a reasonable price. Imaginative designs can boost your business’ attraction level. For example, you could embed magnets in your postcards so customers can place them in their homes or at work: a daily visual reminder of your brand.

As a low-cost form of direct mail, postcards can yield a high return on investment. That’s because they shine when used for short and compelling messages or offers. It’s a highly effective strategy to grab the recipient’s attention and drive them into action.

You could also send postcards in between catalogue mailings to keep customers keen and drive further sales for a better ROI.

Estimated cost for 5,000 postcards: £1700.00 + vat includes production and postage but excludes data and design (34p each)

You might like to read our other article – Direct Mail Examples – 4 Great Postcards

 

Letter Mailing

Do not underestimate the power of a well written letter.

Traditional it may be, but the use of words in a simple, well understood, traditionally trusted and accepted format can open doors and help you win new opportunities. Use mailing services to send large volumes of letters in a cost-effective and highly-efficient way.

Estimated cost for 5,000 letters: £1900.00 + vat excluding design and data

 

Catalogue MailingCatalogue Mailing Services

Nowadays we use the internet to shop for things we want. Which begs us to ask, do people still like receiving catalogues?

Absolutely. They encourage purchases – 63% of people are influenced by a catalogue to purchase. They also drive people to visit your website.

In fact, the number of people who now respond to catalogue mailing has surged by 23% over the past few years. Why?

A mailing house can professionally design your catalogues with a specific audience in mind. Recipients gain a physical, visually engaging and relevant lexicon of your best products, peaking their interest and leaving a “deeper footprint” than digital media.

Estimated cost for 5,000 16 page A5 catalogues: £2,500 + vat excluding design (50p each)

Estimated cost for 5,000 32 page A5 catalogues: £3,300 + vat excluding design

Find out more about our Catalogue Mailing Services.

 

Business Mailing

We’re talking about transactional business mail (invoices, statements, information, newsletters etc.) It’s mailing with the purpose to inform rather than to encourage a financially monitored response.

Business mail builds trust between consumers and business. It’s an intimate and secure way to communicate, as a study led by DMA revealed:

“56% of consumers stated that they found printed marketing to be the most trustworthy of all media channels”

 

Direct Mail Marketing ListsDirect Mail Data

Before you source data you need to understand who your existing customers are. This way, you can send your mail to people who are interested in your offerings and more likely to buy from you.

What do they look like? Where do they live? How much do they earn? You need to unearth this and much more to develop a clear picture of your audience.

Once you know what your customers look like, the challenge is to find more just like them. Achieve this by comparing your existing customers against a large database of potential users.

Of course, creating your own lists can take a lot of time. List creation is a professional direct mail service that can be executed quickly and accurately thanks to recent technology.

The data sources available range from large compiled databases through to magazine subscribers and customers of other companies. You receive comprehensive lists to reach new customers and boost your sales.

Cost minimum charges usually apply. Minimum spend: £500.00 + vat. Costs per name range from 25p to under 10p depending on the list volume.

 

Will Direct Mail Work For You?

At First Move, we always recommend you should be studious and monitor results as you start your testing. With the right process you can learn what works best and how to improve your strategy.

LP-Book_01Our book, Direct Mail 101, explains why direct mail in the 21st century is worth the investment and how to deliver predictable and profitable results to grow your business. Plus, gain real examples of the world’s most successful direct mail letters for you to study.

Contact First Move on 01494 539300 and request a copy. We’ll send it to you for FREE with no obligations.

For more information about our innovative mailing services, check out our website or complete the contact form below. We look forward to hearing from you.

Get in Touch


 

You might also be interested in the following articles:

How to Save Money on Direct Mail

How Does GDPR Affect Direct Mail?

 

What to include in your Direct Mail campaign

Direct Mail Examples – What to include in your campaign

Direct Mail Examples

There’s a lot more to direct mail than throwing a printed flyer into an envelope or wrapping it in plastic then hoping for the best. That mailer is loaded with possibility and it’s your job to charge it with emotion. Mailers that connect with their audience on an emotional level are the best performers—it’s proven. So what exactly do you include in your direct mail campaign? We’ve got some great direct mail examples to help.

While it depends on your product or service, a brochure, letter or catalogue are the best starting point. But we’ll let you into a little industry secret: You can post up to 100 grams. And when you’ve paid for the postage already, you might as well make the most of the Royal Mail weight limit. That’s when we recommend what we direct mail devotees call a “lift item”.

A lift item is exactly as it sounds: something additional that lifts the tone of the mailer and gives the recipient something extra to look at. All the while further presenting your business case and showing them why they should purchase your product.

What are some good direct mail examples of lift products? 

– A case study, with a testimonial from a happy customer

– A full list of features and benefits

– A fridge magnet

– A comparison chart, showing how your product beats the competition

– A detailed summary of your free report or other giveaway

– Your guarantee, formatted as a certificate

– A cheque offering money back

– A voucher or coupon, offering a bonus or special deal

– The science bit: clinical proof that your product meets industry standards

– A postcard repeating the main proposition and call to action

– Something that directs them to your online presence.

These lift items can have a certain level of novelty about them, making them an item that the recipient might want to keep and display somewhere. And when its branded with your logo or imagery, it will remind them of your product or service and prompt them into converting—if not this week, then maybe next month.

When choosing your lift item, keep the focus on the main product or service and don’t distract from the primary message. Keep their attention long enough and give them reason to convert. A complementary item will reinforce the message and keep it relevant. Be sure to brand every insert so if the contents are separated, they still know how to find you. Then just sit back and watch your sales soar—with a little lift.

 

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:

4 great examples of direct mail postcards

What are the patterns of behaviour when it comes to Direct Mail?

 

FM-Blog-17-1130x195

How to Brief Your Mailing House

So you have your creative and your database is about ready to go, now it’s time to deploy. Briefing your mailing house can be tricky, but it’s the part on which we direct mail specialists thrive. With so many options it can seem daunting to a first-timer, though with some expert guidance it’s a cinch. Here we will show you just how to brief your mailing house, which might even inspire you with other ways to save time in your next campaign.

 

Data Management

Lists and spreadsheets mightn’t be your thing, but we love them. It’s our job to take your data, make sense of it, and manipulate it into a successful campaign. You might have your own vision, but we can help you shape it to achieve the best possible outcome when sending to customers and prospects. When speaking to your mailing house, instruct them of the specifics of data management. Do you need to clean data by removing duplicates, merging records or purging those that are outdated? Have you considered adding special postal information, such as barcodes, to each data record? Or does it need to be further segmented for A/B testing? The more information you provide the better.

 

Printing and Personalisation

Printing is hugely important in direct mail, and so is the method you choose. Offset printing is great for high-quality prints without personalization and you can then over print variable data in black. Digital colour print allows for unlimited personalisation. Inkjet allows you to add addresses and individuals’ other information to your mailer in a limited format to litho pre-print. Remember to tell your mailing house which delimiters you have used to identify areas that require personalisation, such as salutation blocks and customised offers. Once the mailer is set up, ask to run a small electronic trial of your first few records to ensure that everything corresponds.

 

Insertions

Special insertions into your mailer can increase your response rate immensely. By enclosing an entry form or a self-addressed envelope, you make it easier for your customer or prospect to get in touch. When it comes to informing your mailing house of your requirements, it’s important to think about how you would like to present it. You can specify where you would like it to be inserted through camera matching, and the precise number of inserts for your mailing.

 

Plastic Wrap

Wrapping mailers in plastic is an industry standard, but did you know that you can customise the overall look? Ask your mailing house to show you examples of how special printing can transform the outer of your next mailer.

 

Warehousing and Fulfilment

Need a little help picking and packing? This is something that many mailing houses can help you achieve. Simply brief them to the nature of your product, supply the inventory, and allow them to fulfil the orders as they flood in. Easy!

 

Postage

And finally, and probably the most important: How does it reach your recipients? Make sure you specify just how you would like your mail campaign to be sent 1st, 2nd or Economy – does it qualify as Advertising or Business mail? Is it by registered or international post? Do you qualify for postal discounts and if you are a registered charity check if you qualify for zero rate vat on production and use DSA to minimise your VAT charge. Your mailing house can advise on the conditions of which you mightn’t be aware, and can save you time and money in the long run.

 

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:

5 Reasons to take another look at Direct Mail

The Past, Present and Future of Direct Mail

FM-Blog-16-1130x195

How to Save Money on Direct Mail

The mainstay of marketing, direct mail remains one of the most useful tools in customer procurement, engagement and retention. Direct to homes and businesses across Britain, it’s front and centre where your prospects live and work. Direct mail’s unique selling point is its physicality, something that is rare to find in the predominantly digital landscape in which we live. But why send a mailer when you can send an email? Higher engagement rates, that’s why.

Of course, a printed mailer has a greater production cost than its electronic counterpart—what with the printing, the postage, and the man hours required to get it just right. That said, direct mail has greater rates of engagement and comes out as the overall leader in cost per acquisition. There’s always room to save money on Direct Mail, and it comes from being strategic, sensible and planning your campaign from the outset. Here are some pointers to get you on the way to greater campaigns for less.

 

Cleanse Your Database

An accurate database means less returned mail, which equates to money saved. Think of the environment and your back pocket before mailing out into the ether. Ensure your database is up to date by validating all records, merging duplicates, and data matching any gaps.

Find out how we can help manage your data.

Buy Lists

Rather than pounding the pavement to find new clientele, let someone else do the hard work for you. Data companies have millions of records awaiting your special brief. By pulling data from a variety of sources, they can match your requirements to build a comprehensive client profile. Now just wait for the leads to roll in.

 

Outsource Data Entry

Got a stack of unentered customer data cards sitting in a shoebox somewhere, but can never find the time nor resources to have them entered into you database? It’s easy—get some outside help. Using electronic data scanning, a computer can read cards in milliseconds, digitising all the contact information in the fraction of the time it would take you or a team member do the same.

 

Mail Discounts

When you work with a professional direct mail company, use their power of persuasion to attract discounts. Bulk mailings do attract special postage rates from the Royal Mail and Down Stream Access competitors and these can vary depending on your requirements Advertising or Business? Prepared to wait a little longer for the mail to reach your customer? There’s a discount for that. Pre-sorting the mail before dispatch? It will be cheaper again. There are endless ways to work the system, and your direct mail specialist can show you the way.

Find out more about our mailing services.

If you’d like in-depth insights to successful direct mail campaigns, call us on 01494 539300 or fill in our online contact form

You might also be interested in the following articles:

5 Reasons to take another look at Direct Mail

Achieving better Direct Mail response rates in this digital space

FM-Blog-14-1130x195

What to Include in a Direct Mail Pack

How to create and deliver a powerful, cleverly executed direct mail pack that makes them want to tear, unfold, read, and respond.

For many years, “junk mail’”had a poor reputation with customers, businesses and marketers alike; and this was no wonder, given the ugly, loud, one-size-fits-all approach of a lot of direct mail in the past. But the most powerful, cleverly executed direct mail campaigns have radically changed those perceptions in recent years by offering quality campaigns to prospects who actually want to engage with them.

Here are some ways your campaign can put an envelope in your prospects’ hands that makes them want to tear, unfold, read, and respond.

Find out how GDPR has impacted Direct Mail.

Add a personal touch

Perhaps one of the most important realisations of marketers has been that personal touches are important. Personally addressing each recipient is often the difference between an open envelope and the wastepaper basket. A handwritten greeting is a sign of openness and warmth, while some information that recognises a customer’s past engagement can show an enticing level of familiarity.

 

Tailor the content

Tailoring the contents of a mailing to a prospect’s age, gender or location is also a very effective tool in terms of generating customer engagement. Strong imagery is another must in any effective direct mail pack. Use imagery that provokes an emotional response in your target audience, with people they can relate to smiling, feeling relieved, or having a great experience – whatever emotional response is most appropriate for your campaign.

 

Have a strong call to action

Your call to action is perhaps the most critical element of your campaign, triggering a response from the recipient towards a marketing outcome. In fact, in a recent survey conducted by the Royal Mail, nearly half of marketers (44.8%) ranked the call to action as the most important element of their integrated marketing campaigns. A good call to action should drive your prospect to a specific website, phone service, postal or email address to find further information, make a purchase, or take out a subscription.

 

Make it easy for them to respond

Of course, it’s not as simple as drawing your prospect in with the call to action and then chalking up a win. The outcome needs to also be easy and satisfying enough to keep your prospect engaged. If inviting your prospect to reply by mail, postage should be reply paid. In many cases, the enclosure of a reply/subscription form is also essential. Phone numbers, email and website addresses all need to stand out from the mail and be clear and legible. Phone services need to be up and running efficiently. Your URL should not only work, but should work effortlessly, as well as integrating stylistically with the mailing.

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:

What are the patterns of behaviour when it comes to Direct Mail?

How to write a responsive Direct Mail letter

Direct Mail Tips

Direct Mail Tips According to Experts

Planning a direct mail campaign and baffled by the terminology? Inspired, but looking for additional insight? Or maybe you think you’re onto a winner, but wouldn’t mind a little extra guidance? Well, look no further. We’ve got some expert direct mail tips from the DMA, Royal Mail, and First Move, which should set you on the path to direct marketing success.

Direct Marketing Association (DMA)
You might think that the poor reputation of ‘junk mail’ is one of the main barriers to businesses investing in direct marketing. However, in the Mail Matters 2015 report, the DMA found that cost (cited by 43% of respondents) was the main perceived barrier, not reputation (cited by a mere 16%).

This explains why 15% of digital marketeers have already adopted direct mail marketing in conjunction with their digital campaigns, as they seek new ways to cut through the digital “white noise.” But there is still more potential to be realised: Only 46% of those using direct mail have genuinely combined advertising mail and digital marketing by offering exclusive content—like personalised URLs, scannable elements and QR codes—to mail respondents.

When you consider that 98% of respondents would welcome better content personalisation, which has been one of the strengths of direct marketing for over a decade, you can begin to imagine the untapped potential of this medium.

Royal Mail
Many businesses don’t realise that Royal Mail also offers a range of services and tools to assist with direct marketing campaigns, from format choices to delivery options and machine readability to research tools. Some things to remember:
A direct marketing expert can also help you decide, for example, whether it’s most economical to pre-sort the mail or to have this step done by the Royal Mail on the way to delivery.

Barcodes and mailmark barcodes (which have extra space customers to place their own information) may also be suitable for your mailing.
Moreover, prices reduce as volume goes up, meaning that you might be looking at less than 20p per letter for a medium-large campaign.

First Move
Facts and figures aside, the crucial advantage of direct mail marketing lies in its physicality—its power to stir emotions and create a tactile connection with the brand and the offer.

A recent study by researchers at Bangor University showed that physical messages trigger a much deeper emotional response than virtual messages. Participants’ neurological activity was monitored while they received both physical and virtual messages. Resoundingly, the physical messages caused more activity in those centres of the brain that correspond with emotional response. In real-world terms, this translates into not only a higher chance the message will become ingrained in a prospect’s memory, but also a deeper brand connection. And that means, above all, a higher response rate.

In fact, research shows that whereas an average email marketing campaign will yield a response rate of just over 1 in 1000, businesses can expect a response rate of around 1 in 25 for an expertly planned and executed direct mail marketing campaign.

 

Contact First Move today on 01494 539300 or email enquiries@firstmove.co.uk to find out more about our mailing services.

 

You might also be interested in the following articles:

Why use Direct Mail within your Marketing Mix?

The past, present and future of direct mail

Breaking the Myths of Direct Mail

While direct mail is one of the most established forms of marketing, it can still be enshrouded in mystery to the uninitiated. It’s our job as direct-mail specialists to educate our clients and prospects, and to dispel the myths surrounding direct mail. Here are some of those myths, and how to put your customers at ease.

 

It’s too expensive! 

Or is it? Sure, email has low production costs and might seem appealing, but it’s worth digging deeper. Direct mail allows you to put your communication in your target’s hands thereby increasing the likelihood they read its message. Email offers a less direct approach, with many messages overlooked, deleted or lost to the junk mail folder. If your target never receives the message, then it is time and effort wasted. Direct mail has almost guaranteed delivery.

 

It isn’t targeted

Quite the opposite! Direct mail allows you to contact your clients or prospects with some of the most advanced data available. Data matching can pair your existing records with information from other sources to give you a rich understanding of your database. With  these additional insights, you can then build a profile of your customer and communicate to them in the most targeted way.

 

Direct mail databases are inaccurate

Direct mail has some of the most accurate data available to marketeers. Sure, purchased lists can soon lose their value with inaccurate and out-of-date records, but data cleansing means they reach their intended recipients. Duplicate data can also do your business more harm than good, irritating your prospects if they receive multiple versions of the same communication. Direct mail has practices in place to ensure your recipient receives only one communication.

 

It’s junk mail

There is a perception that all unsolicited mail is considered as junk mail, but direct mail is different. As all direct mail is targeted and addressed, it is sent to the recipient with the Royal Mail postal run meaning it won’t be thrown away with the takeaway menus and supermarket catalogues. Addressed mail carries weight and authority and piques the curiosity of the reader, meaning that your mail won’t go unopened.

 

It doesn’t engage its audience

Direct mail it is one of the most engaging forms of marketing yet 3.4% of recipients engage with direct mail, compared with only 12% who respond to email. That’s an astronomical difference. Put simply, that’s 30 times more customers for your business or 34,000 of every million you contact.

 

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:

Direct mail tips according to experts

The past, present and future of direct mail

How to Increase Direct Mail Responses

Direct mail is one of the most effective forms of marketing, yet with any marketing initiative activity, you need to measure its efficacy. While the goals of each campaign will vary — from sales or sign-ups to brand awareness, the bottom line is the most important. You can learn with very little effort just how successful your campaign has been by looking at your direct mail responses and response rates, but it takes a little more initiative to increase it. Don’t fear — there’s a science to it, and there are certain tips and tricks to increase your response rate.

 

Research

While it might sound obvious, you must understand what your market needs and what it will respond to. Before you begin, gain as much insight as you can into your data, or if the information isn’t  readily available, learn your customers demographics by profiling them against an external  data source and make some well thought through assumptions, at the very least.

 

Personalise

Successful campaigns are personalised and relevant to your audience. These days with direct mail capabilities, you can do so much more than ever before, such as personalised URLs, QR codes that take a customer to their own page on a mobile device, or their sales history included within the copy of the mailer. Whatever you do, make it effective and personalise from front to back. Show you recognise them as an individual.

 

Cleanse Your Database

Target the right prospects by ensuring your records are correct and up to date. There’s no use sending out mailers to those who might who have moved on from their location or are deceased. Perform due diligence yourself, or enlist an agency to do it for you to prevent embarrassment and wasted printing and postage.

 

Be Clear About the Message 

This is possibly one of the most crucial points of direct mail as you’d hate to waste an opportunity. Keep the creative clear and eye-catching, use a strong call to action so the prospect knows what they have to do and by when, and sell them the benefit as wells as the features. Make them believe that your product or service is the only one they need. And give them a reason that they need it now.

 

Make It Easy To Respond

You want your customer to respond, so you want to make it easy for them. Integrate direct mail digitally with a website that’s accessible across all devices, provide a toll-free or local telephone number for which they won’t have to pay, or include a postage-paid reply envelope. They’re small details, but they’re worth considering for a greater response.

 

Something Lumpy!

Who’s going to throw away an envelope with something squishy, lumpy or bulky? It’s the one way to guarantee that they open it. It could be a product sample, a fun trinket, or a something witty that references the creative. And while it mustn’t be a huge cost, something to make an extra connection with your customer can be priceless.

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:

What are the patterns of behaviour when it comes to Direct Mail?

Why use Direct Mail within your Marketing Mix?

What makes people open their direct mail?

 

 

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.

You might also be interested in the following articles:

How to brief your mailing house

What to include in a direct mail pack