What is one of the primary concerns for any business? Return on investment. No where is this more prevalent than judging the effectiveness of a marketing campaign. Unfortunately, it can be one of the trickiest tasks to complete.
Naturally, you’ll want your direct mail marketing to be as effective as possible. Consider who, where, and when before beginning your next postcard mailing.
1. Who Will Your Prospective Clients Interact With?
This may seem insignificant in the grand scheme of things, but it is actually more important than you think. In fact, an unfriendly or unresponsive receptionist can ruin your entire marketing campaign.
The receptionist is the face of your company. Even if clients will only interact with the receptionist over the phone or in email, he or she needs to make the prospective customers feel comfortable with the company.
Additionally, the receptionist needs to be able to deal with the influx of traffic. Emails need to be returned in a timely manner. Phone conversations need to be handled with care.
Do you have the right person for the job?
2. Where Are You Sending Your Postcards?
Take a look at your past customers. Use information about these people to determine who your new clients will be. Do your past customers have anything in common? Do they fall into the same age range? Are there any geographical similarities? Do they have any other demographics in common?
3. When Should You Stop?
What is the one question on most execs’ minds? How many mailings should I send? How many postcards will get the job done?
Unfortunately, there is no set number. Therefore, this question is rather difficult to answer. However, the task is made much easier if you track the results of a few test mailings first. Use this information to determine:
- How much money you want to make off your postcard mailings.
- How many leads you got from each mailing.
- How much you made off each of those leads.
Once you know the answer to these questions, you can start to determine how many mailings you need to send, how many people you need to target with each mailing, and how often you should send them.
To make the data collection process easier, include a marketing code on each postcard. This will help you track which mailing list the address came from and which postcard offer produced results. For example, “A012813.” This marketing code would tell you the card came from address list A on January 28, 2013. Print the marketing code in the same place on each postcard mailing (for example, above the customer’s address).
To gather this information, you’ll need a savvy receptionist (see point #1!). Each time a call or email comes in, your receptionist should ask two questions.
- How did you hear about us?
- Would you mind reading me the marketing code printed above your address?
Before you embark on your next postcard mailing, make sure you take the time to attend to all the necessary details. This will ensure your marketing campaign is a success. Let Subtle Network help with your next postcard design. we can also help with other services like website design.