DIRECT MAIL ORDER - Viral PDF Generator
DIRECT MAIL ORDER - Viral PDF Generator
DIRECT MAIL ORDER - Viral PDF Generator
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List Selection<br />
Knowing your audience is crucial. This means starting with a list of<br />
current and former customers, identifying their common<br />
characteristics and using that information as a road map for identifying<br />
potential new customers as well. Common factors can include<br />
geographic location, profession, even consumer trends. If you do a lot<br />
of business with architects, space planners or interior designers, for<br />
example, remember that there are specialties within those disciplines,<br />
and target your direct mail marketing program to the specialties which<br />
most closely resemble those you have had success with in the past.<br />
As a result, the quality of the mailing list that you use is vital for the<br />
success of your direct mail campaign. Ideally the list must contain all<br />
of your defined target audience, and no more.<br />
<br />
<br />
<br />
Your direct mail list should be highly configurable. This will<br />
enable you to tailor the list to your ideal target market.<br />
Your direct mail list should contain contact names as well as job<br />
titles. Addressing your target as "The Marketing Manager" will<br />
never yield as good a result as "Dear Mrs Roberts" or "Dear<br />
Jane". A list without a name makes your letter look like it is part<br />
of a bulk direct mail shot people respond best to letters sent<br />
especially to them (even if that is only an illusion).<br />
Your direct mail list must be updated frequently. People move<br />
jobs and getting the name wrong is arguable even worse than<br />
not having a name at all.<br />
Yes, you do have the beginnings of your own direct mail list. It may<br />
be on the back of old receipts or in a guest register, or simply in your<br />
reservations book, but it exists. You can add to this list by finding<br />
potential customers. Approach your local Chamber of Commerce, or<br />
the tourist board. They will have some databases available to you if<br />
you are a member for a nominal fee. Collect all your names and<br />
addresses on a simple computer database so you can print off labels. A<br />
typed label will help ensure that your mail arrives and has a<br />
professional edge. Make sure all addresses are complete. That means:<br />
full title and surname, house number or name, street, town or city<br />
and, above all, the postcode. There is no point in sending a piece of<br />
direct mail that has an incomplete address.<br />
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