Five Tips for a Successful Direct Mail Marketing Campaign
March 18, 2008 by OneIMS · 5 Comments
Are you considering a direct mail campaign in the near future? Looking for some tips on how to be successful at it? Read on to discover a few proven direct marketing strategies to double or even triple the response rate.
1. Enhanced Data – First and foremost get the right list, and get it right! It is very critical that you set the criteria for the recipients of
your direct mail piece. What does that mean for your business? Let’s break it down. 60% of your mails success depends on the list itself. It is imperative that you obtain a mailing list with the correct target audience for your product or services. If you send your direct mail pieces to the wrong audiences, your message would irrelevant and your money is wasted. As important as it is to have the right audience in mind, equally important is to have a list that is current. Not only are you saving money on postage by using a clean and current data, you are actually increasing the success of your direct mail campaign.
2. Enticing offer – Make sure that you use an alluring offer to increase response rate. Giving something away or giving a discount will always get people’s attention. However, it is very important that the offer is relevant and in proportion with the service or product that you are trying to promote. You must balance the desired response with the right incentive. Before you craft an offer, ask yourself if you would respond to that particular offer. Your initial focus should be on motivating the customers to act, rather than calculating the cost of implementing the promotion. Always put a sense of urgency and deadline in your copy.
3. Engaging Message - Ensure the message matches the target audiences. Get to the point quickly. Make the offer very prominent in the copy. Be clear and concise. Make it personal and conversational. Always remember to have a call to action. Don’t just list and discuss the features, but focus on the end-user benefits. Avoid using technical jargons. Always include all of your contact information. It is highly recommended that you hire a professional to do the strategic messaging and copywriting.
4. Energetic Creative – Don’t compromise on the quality of the marketing piece. Hire a professional design team. Graphics should be relevant to your headline and message. Images should be eye-catching and appealing to the target audience. Not only is the graphic design aspect is important, the quality of your printed material is also equality important. Both of these aspects combined reflect the image of your company that you want to portray.
5. Ensure Easy Response methods – Always make sure your offer is easy to respond to. Don’t make it cumbersome. Provide multiple channels for responding, such as a postage paid response card, a toll free number, an email address or a landing page.
The Importance of a Cohesive Marketing Campaign
March 16, 2008 by OneIMS · 1 Comment
For this year you’ve already designed the goals to increase your business. As with any other new year’s resolution, some planning, determination and persistence goes a long way. Whether you’re introducing a new product this year, expanding your services or simply wanting to attract new clients, a cohesive marketing campaign will not only do the trick but will also increase your branding.
Just like you’d never want to step into a room full of people with mismatched clothes, you don’t want to present a marketing campaign that matches all your marketing media. If you’re doing a direct mail marketing campaign, make sure your website also reflects and features your direct mail piece’s products or services.
Having a cohesive marketing campaign will make sure that all your customers, whether old or new, know about the new changes in your company. In addition, the cohesiveness of your campaign will make it even stronger and believable. You don’t want a customer receiving your direct mail piece to go to your website only to find nothing that reflects your new campaign.
So start the New Year off on the right foot and make sure all your marketing media reflects your goals and ongoing campaigns. The OneIMS team can help you create a cohesive marketing campaign including website redesign or development, direct mail campaigns and much more! For more information visit OneIMS.com
Principles of Advertising: #1 – Know your audience
February 1, 2008 by OneIMS · 5 Comments
As I write this, I’m looking at a postcard on my desk telling me to stop in and check out the latest women’s designer jeans and handbags at a local high-end boutique. You might be wondering what’s wrong with that. Unfortunately, this advertisement fell on deaf ears since I’m not the audience they most likely intended to reach. On the other hand, if they had sent out a postcard for a discount on men’s suiting it would’ve caught my eyes.
Let’s be honest…how many trees do you kill a day as you’re going through your paper mail? We are constantly bombarded with advertisement and marketing pieces that are irrelevant to us. Believe it or not, that’s marketing dollars well wasted. Are you one of the many who advertise your business similar to the boutique owners in my story?
The number one principle to keep in mind when you’re advertising is to know your target audience. This is true no matter what medium you use to communicate your message. Knowing your audience goes beyond your basic demographics.
Effective advertising is an art. It is a form of purposeful communication to a specific group of people. Just as you use different styles of communication with your family and friends, advertising also requires you to conform your style to those whom you are targeting.
Consumers are more receptive to advertisement that appeals to them. Your advertising efforts will prove to be more fruitful if you have narrowed down your target and the message is relevant to them.
The point is: Know, that you know, that you know your target audience before spending advertising dollars.
If you’re looking to send a targeted campaign, contact us at 1-888-ONE-IMS1 today!
