How to Measure the Impact of Direct Mail Campaigns

It seems to be a tendency today to say that direct mail campaigns are dead. The development of the Internet has certainly left a lot more opportunities for placing on the open market, but those who suggest direct mailing death is simply not effectively implement their campaign. Direct mail campaigns are all trial and error. Try something, to measure the impact, if it does not try something else next time. You must define how best to reach your target market and the best way to get an answer. Having worked in a society that is based on direct mail campaigns, there are a number of options available.The first and perhaps most important is to retain control. For each campaign, it must also be a control group (ie customers who do not receive mail). It is fairly easy to measure whether the shipment is to have an impact or if those who have not received a reply are sending anyway. By comparing the two groups, it is relatively easy to see if the campaign has produced no significant effect on your profit margins. For example, the group who were sent May showed no significant increase compared to devote the group meaning that the campaign will be through.Secondly, direct mailing campaigns should be monitored on a month by month. For example, if a customer is part of your campaign in January and showed an increase from this fact, how are they still spending in October? Your campaign sending longevity. Between these periods, it is more likely that you have launched other campaigns that have temporarily move again increased. It is essential that customers are constantly made to be aware of your business. This is not to say that they have to be bombarded with mail, but simply be updated with special offers or big news of your business. The more they see your name, the more they are likely to recall when they need something.Thirdly, all customers who are included in your campaign should be divided into groups appropriately. It is quite unlikely that you want to send a similar letter to a person who has spent with you last month and someone who spent a year, for example. Maybe you want to send those who have not gone for a year, some type of supply (10% reduction), while those who recently moved do not require a bid, but only the final products. Of course, like all customers to receive discounts and they may vary depending on your business. You could offer a percentage discount, a monetary value, free delivery of goods or a gift for example. Another good idea is to target postal regions. You can try a postal saturate an area just below the base of the company who have perhaps not heard of the company before. If that succeeds, then you can perhaps try other areas. There are also a number of companies that can produce lists of certain demographic data that are available for sale. For example, if you are a wholesaler of hardware, you may want a list of all construction companies within 100 miles of you. These lists you instantly to your target market.An obvious way to measure the success of campaigns is to ask the customers. If possible, ask them how they heard about the company. Encourage them to fill out feedback forms to say what they believe to be both positive and negative on the company. They will soon let you know if they do not like to be mailed! These are the basic ideas of any direct mailing campaign, but the best way to learn by experience. The more you run campaigns, more experienced, you become the best results follow.For and other articles like this please visit my site. Click on my name on top of this page
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