Archive for the ‘Offline marketing’ Category

Direct mail

There’s still a lot of ‘junk mail’ around, but well written, well-targeted communication is more likely to be well-received. So to ensure your mailings hit the mark, take a moment to read our hints and tips.

1.  Get your facts right. Make sure the data you use is accurate. If you spell names and addresses incorrectly, your mailing is much more likely to go straight in the bin.

2.  Get personal – in a professional way. Treat the recipient as an individual. Use good quality stationery and address it to a specific person. Again, if this personalised letter has been ‘written’ by your CEO or MD, it will have more impact. Focus on the things you share with the recipient, and show you understand the challenges they face. A good way to do this is by using case studies or testimonials.

3.  Don’t look like a fraud. Make sure the signature looks authentic – and not an obvious laser print.

4.  Don’t go on and on and on. Try to keep your letter short and to the point. One side is ideal but two is OK if the information is relevant. Remember, bullet points are a great way to highlight key messages.

5.  Beware of gate-keepers. Many senior managers will have their mail screened. So try to think of teaser copy for your envelope that will help you get past this point. Using an express delivery service (if your budget allows) can help. It often means your package will be opened right away. But bear in mind, getting your package opened is one thing. Your offer then needs to be interesting enough to hold their interest.

6.  Aim to get a response. Invite the recipient to find out more about how you can help, by either calling you direct or visiting your website. And don’t forget to monitor traffic to your website, so you can identify when and why people visit. This will help highlight interest that may be worth following up with a phone call.

7.  Make it as easy as possible for people to get in touch. After all, this is the main purpose of your campaign. So ensure all your contact details are prominently placed.

8.  P.S. This is a handy place to put an additional reminder, or final call to action.

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