Making Direct Mail Work

 
 
  
 
 
 
 
 
 
 

First time

The content of your mailing: result

Our starting point must be to focus on the result that you want to get.  You might define this as...

  • To get sales
  • To get people to visit a particular page of your web site
  • To get people to phone you up and ask you to visit them
  • To get readers to turn up at your exhibition stand or some other event.
  • To get people to be aware of your name

The difference between the first four of these, and the last one is simple - the last one is very hard to measure, whereas the first four are easy to measure.   Although direct mail can be used to increase awareness this is a very sophisticated concept, and I would never suggest that you start by trying to achieve this aim.   In my opinion you are much better off trying to achieve something that is easily measurable - such as one of the opening concepts.

These measurable concepts given here are just examples - there are many more you could add.  For example you could aim to have people apply for a free report, or to visit your shop - whatever it is, if you can readily measure it, then it is suitable for a direct mail test.

 
 
 
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