Creating a direct mail campaign using your postcard printing project is no easy task. Here are the basic steps to help you turn out a successful marketing campaign that utilizes the strategy of direct mail in your postcard printing pieces.
Step 1: Understand your target.
Your direct mail campaign would only be effective if you focus your postcard printing project to a particular group of clients, as well as understanding them. You need to get in the shoes of your target readers, know what they need, and package the benefits that your products and services can offer to answer their needs.
Consider the features that you have in your previous marketing campaigns. Which ones were successful, and which elements need a little more tweaking? One marketing analyst advised that for those whose target market includes larger firms with many decision makers, it is better to choose several key companies and then mail your postcard printing pieces to a number of people within each of the firms. That way, you will have more response to your postcard printing project.
You also need to develop a sturdy database for your postcard printing direct mail campaign. Your present and previous clients would be a good source. Your financial and sales databases can also be another good source. Others include list of compilers and brokers, government lists, organizations or professional groups you’re affiliated with, trade and business publications, as well as the Internet.
Step 2: Develop a well planned and creative brief.
When you provide a creative brief for your postcard printing direct mail campaign, it makes you confident that you have analyzed your target clients, developed clear and easy-to-accomplish goals, and develop key messages for your postcard printing project.
Your brief should include key areas such as your goals for your postcard printing project; your mailing size and direct mail budget; an analysis of your target market; a study of the strengths and weaknesses of the competition; benefits that appeal to your target readers’ interest; unique message that will make you stand out; as well as a system of success factors to help you measure the effectiveness of your postcard printing direct mail campaign.
Step 3: Write your postcard printing content.
Your main goal is to make your target readers take action according to what you want, and that is to call you. In addition to a compelling postcard printing copy, include a powerful call-to-action that will encourage your target readers respond to your call.
According to studies, a good enough postcard printing direct mail campaign usually generates a 2-4% response rate. An even better response would be 4% or more. To have this kind of response, you got to address adequately the issues and concerns of your target readers; described in clear form how your business can solve the issues and benefit them; encourage the reader to act on your call; and provide all the contact information in your postcard printing project to make it easy for your prospective clients to get in touch with you.
Step 4: Develop a compelling offer that will make your target readers respond to your postcard printing direct mail campaign.
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