Let’s face it. Business is about getting in front of potential clients – and today there are many options to do this. Direct Marketing is a viable option.
In our world of digital deliveries and with the new anti-spam CASL laws in place across Canada, my experience working with a variety of Clients has proven that an overlooked, underrated opportunity still exists for reaching out to your target market, via your prospect’s mailbox.
A tangible, physical piece of mail like a sales letter, postcard or creative promo piece that the Recipient can actually hold in their hands and touch is a positive option for people doing business in an increasingly isolated digital age.
Here are my top 8 tips to reach your goals for successful Direct Marketing and
Mailing List campaigns
RESEARCH YOUR TARGET MARKET
Spend time researching and identifying your ideal client/customer and clearly identify their pain points.
FOR A SALES LETTER
Keep the letter short! Speak directly to them (personalize it).
THINK ABOUT YOUR CALL TO ACTION
Make sure you are clear about what you want them to do next. For instance, book a 15 minute consultation with you via your website form? Or will you be contacting them directly? Be specific.
GET THE DETAILS RIGHT
Ditch “Dear Sir/Madam” or “To Whom It May Concern.” When most people receive generic solicitations like that, it usually finds a home in the trash. Know the name of the decision maker or recipient that you want to reach and spell their name and title correctly. If there are gatekeepers like Executive Assistants, you want your mailer to be compelling enough for them to take it to their boss.
Also, you want to target your message for different buyers of your services or products. Example a CFO or Human Resources message would likely address cost versus resources, whereas a Marketing or Sales buyer will likely want to know the features and benefits.
Consider using a CRM to track your progress and for follow-up.
SEND OUT YOUR MAILER IN SMALL BATCHES
Rather than sending out a hundred pieces of mail all at once, try sending small batches of 10-20 per week. It makes follow-up calls or emails easier to do.
SPEAK TO OTHER BUSINESS OWNERS
Ask other business people in your network what has worked or didn’t work in their direct marketing and mailing list campaigns.
HOW MANY NEW CLIENTS/CUSTOMERS CAN YOU MANAGE?
But before you begin designing a direct mail campaign, do you know how many new clients/customers you can manage and give them the attention they deserve?
Keep in mind you may have existing clients/customers to take care of too!