3 Easy Steps To Successful Direct Mail
Step 1 – Choose The Right List.
If you’ve been in business any length of time you’ll already have a customer list. These are the people you want to talk to first. It’s likely that 80% of your business comes from 20% of your customers. You know who they are, what they buy and what they are willing to pay. Talk to them.
Of course every business likes to see new customers. There are plenty of sources for new names out there. Find one that matches the profile of your best customers and then test a similar offer to those people.
Step 2 – Make The Right Offer.
When you know your customers, it’s easy to make them the right offer. They’ve bought from you before. Future purchases are going to resemble what your customers purchased in the past. Take a look at that history and then determine which offer is going to best suit each person.
The most basic way to segment a list is current customers and lapsed customers. It’s simple (2 groups) and effective. It’s easy for you to deliver the message that gets the right response.
If you want to get a bit fancier, you can segment on the basis of Recency, when was the last time they bought, Frequency, how often they bought, Monetary Value, what did the spend with you. It’s called RFM segmentation. It’s a good way to break your customers into manageable groups so you can deliver a relevant message. If you need some help with it, Russell House Marketing is there for you.
Step 3 – Get Noticed. . . for the right reasons.
If you get mail, you know there are two piles. As you sort your mail you stand over the recycle bin. Some you keep, some you don’t. You know the routine. Russell House Marketing executes direct mail campaigns that get you into the right pile. We see many campaigns each year and we know how to deliver Targeted … Measurable . . . Results.