You’ll need to export from this database and segment the list to select the right recipients for the goal of your campaign. Segmentation/selection – Most companies have their customer records stored in a business software database or customer relationship management (CRM) software. There are several issues to be aware of when using your own list: Thus, your own list will usually yield the best results when selling products or services or when fund-raising. The people in your own list are already familiar with your company’s products and services. Your own list – If you have a list of current customers, lapsed customers or prospects, this is a great option for direct mail. We’ll review the pros and cons of each type of list below. There are two basic types of lists: your own list or a purchased list. Your direct mail campaign may perform significantly better or worse and you’ll need to establish your own benchmarks as you track the success of your mailings. In very rough terms, if your goal is to sell 100 widgets, you’ll need a list of 10,000. On average, direct mail campaigns are considered successful if you achieve a 1% conversion rate, meaning that 1% of recipients will buy your product or become a lead or respond in some other way. In addition to identifying the right recipients of your offer you’ll need to determine how many pieces you need to mail in order to achieve your goals. Identifying the right list for your offer, and also identifying the people who should not see your offer, is critical. 20% of success is based on excellent creative.20% of success is based on having the right message and offer.40% of success is based on selecting the right list.You may have heard of Edward Mayer, who developed the 40-20-20 rule for successful direct mail: The success of your direct mail will depend in large part on the quality and relevance of your list. Re-engage inactive customers: have _ of them visit your site for a summertime giveaway.Upgrade _ existing customers into a loyalty program within the discount time period.Fund-raise _ dollars for a cause during the month of July.Generate _ leads for _ service within 4 weeks.Sell _ products or services in your soft period.Some examples of typical types of goals for a direct mail campaign are: Time bound – The goal needs to have an end date so that you know whether or not you’ve achieved success.Relevant – The purpose of the campaign should be relevant to the overall success of the organization. You can stretch a bit, but don’t make your goals unreasonably optimistic.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |