|
|
 |
 |
| home : our
services : corporate communications : mailings |
| |
 |
: mailings
- secrets of a successful campaign |
| |
| |
| There
are many points that need to be considered to create
a successful campaign. Although there are no set rules
to creating a successful campaign, outlined below are
some pointers to consider: |
- Database- It is important to make
sure you send the right information to the right
people.
This can only be done by having an up to date
database. You should also make sure the data
has been cleansed,
to avoid sending a mailing to people who have
moved or died, and to avoid duplication etc.
- Envelopes- A Lot of Direct Mail fails,
because the recipient does not even open the
envelope. It is therefore important to have the
right message
(which of course could be nothing) on the envelope.
The envelope should not be ignored as an effective
Marketing Tool in its own right.
- Initial Impact- Once the recipient
has opened an envelope, it is important to catch
their
attention quickly. It is a fact that most people
will only spend up to thirty seconds scanning
an item of Direct Mail to see if it is of interest
to them and whether they should read it in
more
detail. It is therefore important to have your
mailing designed so that it will generate immediate
interest. As most people initially scan a document
in the same way, the areas they are likely
to scan such as the start, headlines and the
end should
all be designed to catch their attention and
generate interest.
- Persuasion- Once you have the recipients
attention, the job of the mailing is to persuade
the reader that your product or service is
something they need. It is important to generate
further
interest and create confidence in your business
and the service or product you are offering.
Items such as Testimonials, Case Studies, Questions
and
Answers, can all help. Of course it is very
important to be honest and not to treat the recipient
as
a fool! There is nothing more off-putting then
reading something that seems too good to be
true, and / or misleading.
- Results- Whatever the purpose of your
mailing, you will want results. It is therefore
important to have attractive offers and services,
and to put them forward in a way that will catch
the recipient’s attention. You should
make it as easy possible to respond to the
mailing,
to make a purchase, request further information
or to request a quotation etc. You should also
remember that most people suffer from Inertia.
You therefore need to have limited offers and
create a deadline to create a sense of urgency.
|
|
|
|
