Developing A Direct Mail Database
According to the Direct Marketing Association, $250,000,000,000 worth of products and services are sold in the United States through direct mail. This is an indicator that though many complain about junk mail, people do not really hate direct mail especially if the product or service that is being advertised is something that will interest them. This is the reason why more and more businesses are employing this marketing strategy to maximize their profits and market share. In fact, an estimated $60 billion dollars are spent every year on direct mail advertising with a growth of seven to eight percent each year according to the United States Postal Service. When businesses launch a direct mail campaign, the first thing that they do is to develop a direct mail database that will focus on customers that are most likely to purchase or patronize the product or service that is being advertised. This is crucial to the success of the marketing campaign. Developing a direct mail database starts by conducting a research about the different mailing lists types that are available. This information is available in Standard Rate and Data Service book commonly found in libraries. After obtaining relevant information from the SRDS, negotiations with a mail list broker may commence. A mailing list may be purchased or rented by businesses. For reputable mail list brokers, refer to the yellow pages of the Direct Mail Association. The direct mail database of a company should make it possible for the company to implement highly targeted marketing efforts. These should store names and specific demographic information about target customers or customers that can be categorized into a specific marketing niche. To expand the customer base, addresses of existing customers may be collected in the direct mail database. One of the easiest ways to obtain addresses of customers is to have them register in the company website. Regular updates of direct mail database should be a primary concern for consumer-oriented companies like banks, credit card companies, magazine companies, mail order businesses, non-profit organizations, department stores and local merchants. The names listed in the database could be grouped in smaller subsets based on an identified customer trait so that targeted messages about the advertised product or service could be sent to them.
To help measure how effective how a direct mail campaign is, the mail may include a response card or order form with an addressed return envelope. A deadline of response may also be indicated to motivate customers to reply as soon as possible. Moreover, provide an incentive for the customers to make a response like discounts, free copies, or free trial offers. These response cards may also be used to store more information about customers in the direct mail database of the company. Choose eye-catching designs and attention-grabbing words so that customers will do more than just give the mail a cursory glance. Customers get swamped with hundred other mails from other companies that also send direct mails. Make your mail distinct from the others by using uncommon shapes and bulky packages. Also, use phrases such as "free gift inside" and "limited time trial" so that customers will not automatically place your mail to the trash. |