• Feb
  • 20
  • 2015

How to Plan Your Direct Mail Marketing Campaign

Direct marketing diagramAny good marketing campaign should start with a plan. Learn How to plan your next direct marketing campaign using direct mail and leaflet distribution.

Like any marketing action, planning your leaflet delivery campaign is essential in meeting the success of your direct mail results.

Planning involves a number of steps including setting your campaign objectives, through to defining your target audience, creating the offer, agreeing the budget, and setting up measurements to evaluate the success once the responses have all come in.

If it sounds over-whelming, it shouldn’t. A little time spent at the start of the campaign to plan, will ensure you get the best results at the end.

What do you want to achieve with your direct mail marketing campaign?

The best start you can give to any campaign is to set clear objectives right at the start, and give yourself something to measure your success against later. What do you expect to achieve? Is it direct sales, sales leads, or are you trying to improve customer loyalty?

Whatever you decide, you must be single-minded in constructing your campaign to achieve this objective.

Some examples of direct mail objectives:

  • To generate 200 new sales leads over 8 weeks
  • To get 300 people to visit my store and redeem the coupon
  • To have 50 prospects call our office to set up a meeting
  • To cross-sell product XYZ to 300 customers
  • To have 100 people download our report from our website

Who do you want to target and Who is your business ideal target audience?

Define your target market as precisely as you can. Precise targeting will improve your response rates and your return on investment by only sending your campaign to people most likely to respond, making better use of your marketing budget.
Not all customers are the same. Rather than send your entire customer base a direct mail campaign, identify specific customer groups and target accordingly. Read more