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The thing about mail shots is…

img-direct-mail-mainthey cost a lot.

A first class letter now comes in at 60 pence and you need to cast your net wide and send out many thousands to reap a decent reward. That’s before you think about paying for the various skills and services that you need such as designers, printers, and mailing fulfilment houses.

It’s easy to see why the prospect of sending direct mail diminishes in attractiveness the more you think about it. True some mailing houses will offer discount on Royal Mail postage but how do you know that you are getting the best discounted rate available?

Another imponderable is

how do you know your mail is ever delivered?

If it was, did it reach the right person? Who read your beautifully designed marketing piece?

How do you know?

Well you could put a response code on, such as please quote ‘mail one’ when you ring. Then hope that whoever takes the call remembers to record the reference was used. Then analyse the data later, but not all ‘mail one’ callers will do business with you, some may just have called to complain that you sent them unsolicited mail.

So you have spent a lot of money had the stress, cost and inconvenience of transporting your mailer from the printers to the mailing house and you have little or no idea how successful your marketing has been. True you may see an unseasonal surge in business, a few people may comment on your campaign, but what is the return on investment? How much bang did you get for your buck?

There is another better way to carry out a direct mail campaign

Don’t cold call the whole country hoping to make a sale, target your marketing to the demographic of your ideal client. Hone in on a postcode you can service easily and cheaply.

Most importantly make sure your marketing piece has a clear call to action.

Engage with your market give them a reason to visit your web site or pick up a phone and call you.

It sounds simple but often I see direct mail that tells me

Bill’s Shoe Shop SELLS SHOES!

I get that, I understand that a shoe shop will indeed sell shoes. Why am I going to get my shoes there what is motivating me to engage with Bill?

Often nothing at all.

To make a mail piece work you have to generate interaction, the best way possible is to drive traffic to a web page. Give each mailer a Purl then give them a reason to visit and you the opportunity to engage with them. Using QR codes can increase your response rate dramatically.

24% of consumers in the 18 – 34 age range will scan a QR code, and the number of QR codes scanned rose 151 % year on year 2013/2014…Now imagine you have correctly analysed your market and you are using good pertinent clean data – your response rate should now be excellent.

Not only will you be engaging with your market, you’re collecting data to analyse the success of your campaign. You will know how much bang you got for your buck!

All helping you to Spend Less Sell More.


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