Best Practices To Develop A Direct Mail Campaign
Planning a direct mail project can be a grueling and sometimes stressful task. If it is a first time direct mail planner or a frequent direct mail campaign that just doesn’t seem to go as smooth as it should, we may have some helpful tips that could assist you in developing a successful campaign that will boost your direct marketing efforts.
Planning:
Planning the direct mail campaign is the first step; it is the what, to whom, when, and how of the campaign. Once you know what the call to action/idea is and who the target audience is, then all you need is the how. How often, how many, how to send this? It is essential to think through this process as it is the basis for everything else to come.
Pulling the data:
If a house list or a purchased list is used there is one thing that has been proven over and over again throughout history “bad data in equals bad data out”. Meaning, if your list is not cleaned, scrubbed and in tight order then your offer might as well be sent right back to who sent it. Always have your list in order, check to ensure names are in name columns, addresses in address columns, there is no data truncation, etc. Address will be standardized (CASS), and ran through NCOA (National Change of address database) as denoted by the USPS (United States Postal Service) for automation or presorted mail. NCOA includes not only move updates, but is run against the National Do Not Mail List (NDNM) to check for individuals that may be on these lists. If the list is rented fines can be assessed for sending to DNM individuals, if the list is owned by the sender then the offer can be sent but as a courtesy. Here at DCG West, we always suggests running deceased screening on a list.
Outlining the contents:
When pulling together artwork whether the piece is a post card or a complex letter pack the same rule applies, be specific. The package contents should be outlined and accompanied by a sample plus a “For Position Only” (FPO) document for placement and insert order. Determine fonts up front before hand and send those along also. The ideal direct mail campaign should have zero guess work.
Proofing:
During the process of a direct mail campaign, especially one with multiple versions, there should be proofs for review. Have a system for proofing both before and after the art goes to your printer/mailer. 90% of jobs or more are held up because of art changes, spelling errors, format changes in the middle of a campaign once the printer has the art. These things can cost valuable time and sometimes lead to increased costs. Having established procedures for proofing can get your job out faster and cheaper, not too mention saving valuable time.
Reviewing:
Once the job is approved and rolling out the door it is necessary to have a review of the process. What were the struggles, what went well, what needs to be revised for next time? Having a quick review after a direct mail campaign can really save time, man hours and frustration moving forward.
Making these things part of the direct mail campaign process should not only increase the continuity, but should also increase efficiency. Know the what, who, when & how’s. And then proof it, sample it and review it. Eventually that direct mail campaign is a well ordered working machine and it will show in both the numbers, and the attitudes of the people managing it.
DCG West is an experienced provider of digital printing and direct marketing services to various industries. To know more on commercial printing and direct mail services that help you drive demand and profits by reaching your customers with targeted communications, visit DCG West.