How to Prepare your Business for a Direct Mail Campaign

Before constructing a direct mail campaign, you’ll need to make sure your business has clear goals and is ready to take on an influx of new customers. In this blog, we provide you with a checklist to complete before undertaking any major direct mail marketing campaign.

Consolidate your mailing list

Consolidating your mailing list is the first step you should take before designing a campaign, as it will help you to get to know your target market better and ensure you are not wasting campaign materials on out of date addresses or recipients who are not likely to want your products and/or services. Verify customer contact details regularly, either through loyalty programs or follow-up calls from your staff.

Set S.M.A.R.T goals

Before constructing a direct mail campaign, you’ll need to figure out what you want it to achieve. Rather than having vague aims like “increase sales”, your goals should be as specific as possible. Put a number to what it is you want to achieve, for example 500 new leads, 100 new trial starts or 50 referrals.

Consolidate your website and platforms

Successful direct mail marketing can’t be expected to stand alone, which is why you’ll need to consolidate your website before setting up a new campaign. Make sure your contact details are up-to-date, ensure the website is visually pleasing and clear in explaining your business’ products and services, and don’t forget to optimise for mobile. It’s always a good idea to have a dedicated landing page for your specific direct mail campaign too so you can track engagement.

Stay very competitive

In order to make conversions, you will need to assess whether the pricing of your products or services is competitive. You may have a great direct mail campaign, however if your products are significantly more expensive than those of your competitors without clearly stating why (better quality, more versatile etc.), potential customers will simply look for a cheaper option. Conduct a competitive analysis to consolidate your pricing and ensure your products and services are in line with current industry trends.

By doing some preparation work before a direct mail campaign, you will increase the likelihood of conversions and ensure your campaign is a success. Direct Mail Solutions offer a full range of direct mail services and will help you prime your business for success.