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How to schedule a direct mail campaign
If your business is about to launch a new product or open a second location, direct mail can be a great way to announce this development. However, timing makes a big difference in the success of generating traffic from these campaigns. Using direct mail software can help you prepare to promote your event or opening without falling outside of your deadline.
Direct mail is a highly versatile marketing medium that can be used to convey a variety of messages, but this means that there many details to plan in advance, according to Entrepreneur Magazine. When you decide that your company is going to execute a direct mail campaign, it can be beneficial to start creating a checklist right away to avoid missing any important steps. This can set you up to have the highest return on investment from your mailer.
Important considerations for direct mail planning
While postcards and letters can bring traffic into your store and increase sales, you can't gamble with your preparations. These tips from Entrepreneur can form the basis of your checklist:
1. Plan your design and write sales copy in advance
If you're promoting a specific event or special offer, it's a good idea to write the copy for the mailer before planning out the rest of the details of the campaign. It can create unnecessary stress if you're scrambling to nail down the copy and design shortly before the proof is due at the printer.
2. Collaborate with partners
Campaigns often involve a number of moving parts. If a marketing agency designs the mail pieces, you need to work with them to ensure the timeline is met. Additionally, the schedule needs to account for the time between when mailers are printed and the date they will arrive in customers' mailboxes. By working backward from the date you want recipients to get the mail, you can generate a schedule of when you need to have the finalized creative materials and targeted list ready.
3. Use address correction
You want your campaign to have the widest reach possible. An important step in the process is ensuring the accuracy of the contact information you have for clients. Particularly if this will be your first campaign in a long time, you could have outdated or incorrect data in your list. Eliminating errors in data entry and standardizing information will be crucial for the success of the mailer.
