In our previous post we addressed the first questions you should ask prior to sending out your direct mail pieces. There are a few more things to consider…
Question 3: Do You Have a Call to Action?
Of course the first step is to get your customer to read your mailer. However, the mailer’s ultimate job isn’t to provide reading material to a prospect – it needs to inspire them to do something. They need a reason to react to what they’ve just read. In order to bring your customer further into the sales cycle, create a clear call to action. The best calls to action offer your customer something in return for acting; perhaps a discount or free audit just for contacting you. Be creative and think about what incentives might speak to your target demographics.
Question 4: Are You Tracking Responses?
You are just flushing money down the toilet if you aren’t tracking your direct mail campaign. It’s critical to know whether customers are contacting you as a result of your mailing. Set up systems to gather this data, such as a phone number that is different from your main line. That way, if a prospect calls that number you instantly know it was a direct result of the mailer. If most calls are still coming to the main line, perhaps the mailer isn’t working as well as you hoped. Knowing what doesn’t work can be as valuable as knowing what does. The information you collect from the current campaign will help make the next one better.
Question 5: Are You Ready to Follow Up?
Without a plan to follow up with the leads pouring in from your killer direct mail campaign, you’re wasting your time. Whether it’s a follow-up phone call, email or additional literature, make sure you have a system in place to handle all the new potential customers. In addition, prime your employees with information about the campaign. Get ahead of the game and make sure your salespeople understand your calls to action and anticipate potential common questions the prospects might have.
Look at every direct mail piece you send as an opportunity to make a sale. It is a process that works when you create a personalized offer with a catchy headline, a clear call to action that can be tracked and then followed-up on by a waiting sales team. Don’t send your first piece until you’ve answered all five questions. Contact us today and we can help you find the answers!