Step 1 – Choose The Right List. 

The first step to a successful Direct Mail Campaign.  If you’ve been in business for any 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 will best suit each person.

The most basic way to segment a list is current and lapsed customers. It’s simple (2 groups) and effective. It’s easy for you to deliver the message that gets the correct 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 they spend with you. It’s called RFM segmentation. It’s an excellent 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.

To start planning your next Direct Mail campaign, Contact Us today or Request A Quote.