They say – What gets measured gets mastered and Direct Mail is no different.
So, you want to do some direct mail? Great decision. Even in this fast moving and technologically advanced society, nothing beats getting your message into the hand of your prospect, the smell and tactile elements take your message to a level that online just can’t reach.
But here’s the bad news: direct mail can be more expensive than other forms of marketing, this means you will need it to work and work well; otherwise you’ll end up wasting significant amounts of time and money on marketing that doesn’t bring you a return on your investment.
And even if you ARE getting a return from your marketing, if you’re using other marketing tactics in addition to direct mail, it can be difficult to know where the results are coming from.
As the great marketer John Wanamaker said, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half”.
Every single direct mail campaign you produce needs to be tracked and measured to the nth degree to make certain that you’re spending money in the right areas.
Ignore this advice and you’ll never know:
- Whether it was worth spending the money on the campaign
- Which marketing materials work better than others
- The data that generated the best response.
- And so on and so forth
The solution? Tracking your results. If you can track each element of your direct mail campaigns and improve them as you go, each campaign should work better than the one before.
The reality is that although a lot of businesses are aware of the need to track their marketing result, few actually do, which means that they don’t know which sales pieces work and therefore, which ones to mail again and in turn which ones aren’t working and should not be sent again.
As a starter for ten, I recommend tracking:
- Return on investment – the cost of your mailing and the amount of money the campaign generated
- Data performance – mail the same piece to different lists and see whether your results differ – this’ll show you which audience is best for you to send more to.
- Long form vs short form – test the two and see whether your audience buy more from long form copy or short form copy
- Performance based on time of year – does the same campaign generate different results depending on when it’s sent?
I’d be tracking those as an absolute minimum.
There is an awful lot to consider when planning a Direct Mail Campaign and tracking results is just one element – but by doing this you can improve for your next campaign and increase your ROI.
If you’re planning your next, or indeed your first direct mail campaign call CFL to find how we can support you through the whole process.
Or have a quick look at the mailing services we currently provide www.cfl-ltd.co.uk/mailings