Targeting Your Audience

When it comes to direct mail, there are two key aspects, of which each are of the utmost significance. The first is who you target (your mailing list) and the second is what you send them (your mailshot).

In order to derive any form of success, conversion rate optimisation must be on your mind at all times, and by this I mean ensuring that your mailshot reaching those who are likely to convert from a prospect to a customer. Your best chances will almost certainly come from your existing customers.

To entice new business, the literature or promotion has to be spot on in terms of the people it reaches, and the incentive it provides. In order to cater to all, it is a good idea to segment the database and send out the most relevant content to each group. Such a highly targeted approach may take more time and effort, but may end up being more cost effective in the long run.

Increasing Conversion Rates

Direct mail can produce a response of up to 5 per cent, however, the reality informs us that it is more likely to be between 1 and 3 per cent. The higher the response level, the more business you bring in. The aim of your direct mail strategy is to increase response and subsequently convert that response into revenue.

A good mailshot will include a clear message and a strong, incentivised call to action. In order to boost response rates, you have to make it as easy as possible for recipients to respond. SO, let them choose their preferred method of contact by including an e-mail address, phone number, address and website. If you're feeling generous, pre-paid envelopes can eradicate part of the response barrier..

Incentives such as prizes, offers or discounts will also help to increase response levels. Consider inviting the customers to enter a competition, provide money-off vouchers, or even a relevant freebie of some sort. This can really encourage people to commit to something.

Evaluating the response to your direct mailing

Evaluation is a crucial aspect of a successful direct mailing campaign. By tracking responses, and documenting where you succeeded and where you failed allows for a more efficient campaign next time round. Make sure that you include a means within the mail by which you can track the responses; perhaps a code which must be confirmed in order to claim the offer or promotional voucher etc.

Whether your'e about to engage in a campaign of direct mailing in Scotland, England or China, the principles remain the same. By always keeping the customer in mind, and by basing your project around conversion rate, you're certain to fulfil a more cost effective, and successful direct mailing campaign.

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