(The first in a series of discussions on direct mail).
Combining the right components to work together in a direct mail campaign can keep your direct mail marketing efforts and budget from being wasted. Just like making sure the strategy, messaging and creative are all in line with your marketing efforts, making sure the right data is used in combination with a direct mail campaign that will reach your audience that drives sales.
Do you know who your customers are?
It takes a powerful combination of the right data to effectively reach your target. CRM (Customer Relationship Management) is so much more than buying the right software or list. The secret to CRM is the continual collection of pertinent data for defined marketing goals and objectives. Appending customer records on an ongoing basis with information relevant to your business is critical to growing the usefulness of any list. The goal is to match the offer with the right customer. It’s important to fish where the fish are.
How do you continue to refine your knowledge of your customers?
Tracking the responses from any direct mail campaign is extremely critical. Integrating the results into the CRM system to enhance relevant data more completely defines the customer for future marketing. Do you really want to send to people who didn’t respond to your offer?
Come back and other offers are another good way to improve the reach of a direct mail campaign. Evaluate ROI to determine the cost of customer acquisition and if direct mail works for your business.
What success stories can you share? Have you had a direct mail failure?
(My post originally appeared as an e-tip on bronsonma.com. Reprinted with permission)