Questions to Ask Yourself Before Launching a Direct Mail Campaign

Thinking about launching a direct mail (DM) marketing campaign to promote your business? Before you get started, here are some questions to ask to help you be more prepared.

Who is my target audience?

Who are you going to be sending your DM out to? Do you have a mailing list? What kind of customers are you targeting? Make a list of their characteristics and demographics. How much money do they make? How old are they? Where do they live? Male or female? What interests do they have?

The better you understand your target audience, the more personalized you can make your DM pieces, leading to higher response rates.

What action do I want them to take?

Direct mail marketing success depends on your ability to get your audience to take action. For some ads, you will want the reader to take action by making a purchase right now. Other DM ads might encourage the consumer to go to a web address listed on the ad to learn more about your offer.

Every ad needs a call to action. If you’re not encouraging the recipient to take action, they’re not going to do anything and your ad will be wasted. You may as well just flush your money down the toilet.

Identify the action you want people to take, and make sure your call to action is clear and jumps off the page.

What’s my budget?

You need to know exactly how much you can afford to spend on DM before launching your campaign. If you have a marketing budget, how much of it will you set aside for direct mail marketing? Are you going to spread out your spending throughout the year or dump it into a single campaign right now?

Once you set your budget, stick to it. Figure out how can get the most from that budget without sacrificing the quality of your DM marketing.

How will I track results?

If you’re not tracking the results of your direct mail marketing, you’re wasting your money because you have no way of knowing what’s working and what needs to be improved. You have to set goals, test different adjustments to your marketing materials, and track your results.

Over time, you’ll collect more and more data on your DM marketing campaigns, providing you with valuable information that helps you optimize your efforts to get a better return on your investment.

Which direct mail company should I use?

Finding the right DM company is one of the most important decisions you’ll make when planning your campaign. Not all direct mail companies are the same. The services they offer, fees they charge, and level of satisfaction they provide varies.

Spend time researching the different direct mail companies by performing a simple search online. Look for companies with years of experience, a wide portfolio of services, and competitive prices. You also want to look at examples of their work to make sure it’s professional and will reflect your brand in a positive way.

By asking yourself these questions before starting your direct mail campaign, you’ll have a great plan for success.

New Industry Trends in Online Marketing

Today, everyone wants to start an online business because they all see the potential that this sector has, since the internet allow users to reach a larger and more global audience. Starting your own business also means that you can adjust your work timings to suit your lifestyle and you have a chance to keep all the money that you earn, without paying employees and infrastructure costing.

When you start an online business, the most important thing to keep in mind is the kind of online marketing that you will be using to promote your online business. The online marketing trends keep varying according to the kind of resources available, and what is most popular among the people. This article aims at outlining some of the latest industry trends in online marketing. The one thing to keep in mind when looking at new online marketing strategies and trends is that, given the current economy, cost cutting has become crucial.

The first trend that is being seen is the increased effort towards retaining customers. This is because market share in recent times has often been at the cost of competitors and other channels and also the fact that marketing to an existing customer base has proved to be more cost effective. Another important trend has been towards the creation of more attractive content. This helps to optimize searches. A large portion of content has also become video-based.

Online businesses in the recent past have also turned their attention towards creating targeted and relevant communications, which is distributed through a variety of different media like email, advertising, mobile phones, smart phones and IMs. This has proved to be a very effective strategy in online marketing, since it reduces costs. Online marketing is also moving towards direct marketing strategies. The principles and philosophies used by direct marketers for the past 80 years or so have become critical to the development of a solid online marketing strategy, with people now analyzing cost per sales, click throughs and other factors that direct marketers have been utilizing for decades.

Other trends that online marketing has been seeing in recent times are the enhancement of search marketing and integration of distribution channels. Despite these measures being a little more expensive, they have a great payoff in the long run. Search engine optimization has become vital to the success of an online business. These trends have expanded their base however, and are now extending to various other media like social media, local searches and mobile devices. Multichannel merchants are now looking at improving efficiency in order to provide for these changes.

The Sales and Marketing Relationship

Sales and marketing, two parts of business that are so different yet need to be connected to each other and some point or end. Sales people and marketing people are always in different worlds, it’s like the jocks and the nerds (I wont say which is which, that’s up to you). The school isn’t going to be complete without either one missing and your business won’t be either.

The job of the marketing people is seen as serious and analytical, they are the people always talking amongst each other, planning and playing with statistics and campaigns. Marketing is the path taken to get to the customers. There are many activities involved in marketing; cold canvassing, brand or corporate advertising, or more targeted types of marketing like direct response advertising and referrals. This is where the particular benefits of the product is explained to the customers. So all these different kinds of marketing are what get to the people, and these people are your leads. Leads are the connection between sales and marketing. Without leads, there is no connection, sales and marketing will never meet and business won’t work out.

The sales people now are always on the run, going here and there, on the phone with customers or meeting them somewhere, always trying to grab some big deal that’s going to bring the company to greater heights. What get’s them moving is the leads they acquire from marketing. Now this doesn’t mean sales is under marketing and is less important or is the department that needs a smaller budget. Marketing has no purpose with sales and sales can’t occur without marketing. Both need to work together in order to reach maximum advantage.

This all looks so simple, but the bumps occur at the same place where sales and marketing meet. Leads are not all the same, you have good and bad leads. Depending on the leads, sometimes the marketing or the sales approach needs to be different. That’s why sales and marketing departments or people always need to be in constant contact with each other. The more you understand the way the other team is working, the more you can use the knowledge to your advantage when getting to the lead.

Following up is an essential part of sales and marketing as well. It can be following up on a potential lead or following up on a previous customer, the communication should not stop after one transaction, it’s a continuous process that requires sales and marketing to always be working hand in hand. Here’s to your Success!