Guidelines to an Effective Direct Mail Campaign

On our last article, we’ve been reviewing the real power of direct mail, but in spite of all that information, direct mail should be planned carefully as part of an integrated campaign with their own specific objectives. Responses, leads and conversions should be identified and used as performance indicators for each business for target selection.

Another item to consider is data source; either you have your own customer and prospect list or you will have to get a third party one. Once you have your list, its data should be segmented depending on your campaign objectives to make sure you reach the right audience effectively.

Once you have everything set and moving, you should be able to test it and optimize its marketing tactics by using specific URLs and phone numbers as result tracking.

Another good way to boost your campaign results is to partner with Canada Post. With over 15 million addresses and detailed consumer information, it can provide complete and accurate data and help you segment data, identify and target the best prospects.

Finally, check out the following graphic which shows you how Direct Mail is effectively delivered to mailboxes, allowing your message to get the attention it deserves.

Source: Usage and Effectiveness of Print Advertising, September 2009, CP 08-229.

For more information on this subject, please visit our website at
www.linkage-group.com

Written By Bob Proctor,
President
The Linkage Group Inc.