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January 09 Happy New Year! |
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Direct Marketing |
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Where can we get data from for our campaign?
What level of response should we expect?
How can we follow-up on our campaign to improve the response?
If you have any questions about direct marketing, why not Ask the Eye? It's free! |
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Direct marketing is an effective way of reaching new customers and old. These days though, we have a tough decision to make over whether to use post or email. The trend is towards email, but the days of off-line communications are far from over.
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1. Make sure that the subject lines of email campaigns grab attention.
2. Send emails with links to your website or a micro site. You can then tell how well people have engaged with your email.
3. Direct mail needs a compelling message, a clear path through the mailing and a call to action at the end. Demand a response!
4. Have an intriguing message on the envelope of a direct mail campaign. This will improve the opening rate.
5. Target your campaign. Whether you use direct mail or email, it’s the only way to make your campaign efficient. |
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Direct marketing via email
· The main plus points of email marketing are that it is cost effective, fast and environmentally friendly.
· The other main benefit is that it is entirely measurable. You can instantly find out how many of your emails were delivered, who opened your email, who clicked on various links and who went through to your website.
· On the downside, we all get so many emails nowadays that many are very quickly deleted!
· The are also creative limitations with emails. Internet Service Providers don't like attachments or video links and many people have images turned off as a default. What you think looks great when you send it out, can look very different to the recipient.
Direct marketing by post
· The rush to email marketing means that nowadays we receive much less direct mail in the post (particularly in business) so there’s far more chance of grabbing attention and achieving cut through. There is also more opportunity to use creativity to do this. One company sent a full-size hammer with the line 'we'll break down doors to see you'!
· Grabbing attention is one thing, getting your mail kept is another. This is another area where direct mail scores over email: it is far easier to include something of use or novelty value in a postal campaign than it is via email.
· Of course, the plus points of email marketing are the downside of direct mail: it is more expensive, less easy to monitor the response and can be seen as environmentally un-friendly.
Make sure you choose the right horse for the right course!
Until next month
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The Marketing Eye - direct answers for marketing |
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If you want to run a direct marketing campaign, call us first on 08454 567760. We can advise on all aspects of the campaign and take care of everything for you - from the creative to the distribution.
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