How To Prepare For Your Direct Marketing Campaign

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Direct marketing has proven to be a successful medium for engaging with customers time and time again.

According to the Direct Marketing Association (DMA), direct mail boasts a 4.4% response rate. If you’re thinking about starting a direct marketing campaign, you should learn the basics.
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Learn about your customers

Taking a look at your existing customer database can help provide direction for future marketing messages. You may not realize it, but your customer base has a personality. Identify any similarities in your data, like demographics and shopping habits. These similarities will craft your campaign from the tone of the message to the offer.

Find an ally

Mining your data is all well and good in theory, but isn’t that a lot of work? It isn’t when you have the right partner to help build your direct marketing campaign. Any good data provider will help you compile your records and offer advice on creating a database if you don’t have one. Here at Bluegrass we strive to be an end-to-end partner. That means we help our customers compile their data as well as create a strategy to best reach their intended audience.

Getting new business

The end goal of a direct marketing campaign is to get new customers, no matter your industry. Direct mail is a great way to generate new leads, but also a great way to nurture those leads. Makes sure when planning your strategy to look at your customer life cycle, then step back and make sure that your messaging fits in the with big picture.

You can ask for help

Now, you may be thinking, “But I don’t know who my customers are!” and quite frankly you don’t know how you’ll compile any type of mailing list. You can purchase a mailing list based on your target audience. There are numerous ways to slice the pie of general public, and dividing them into a target audience that makes sense is also something a good business partner should be able to do.

It’s show time

Once you’ve determined what you want to say and who you want to say it to, it’s time to execute your campaign. If you are capable of producing this in-house, that’s great! If not, again, it’s best to find an ally.

For more tips on producing a direct marketing campaign, check out our resource “Five Strengths Of Direct Mail”.

by:

Bill Nichols


August 28, 2014

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