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Question on Making Direct-Mail Campaigns Worth The EffortViews: 293
Dec 06, 2006 11:00 am re: re: Question on Making Direct-Mail Campaigns Worth The Effort
Rajnish Kansal Hello Lamar:

Direct mail campaigns per se do work – usually a hit rate of about 2-3% is considered to be good and anything upwards of 5% is exceptional.

Coverage and hence the results are a direct outcome of the kind of product and as a corollary the kind of customer profile being targeted. Say, for instance, one was “hawking” a golf club membership – a premium offering with snob/aspirational value attached to it – an extremely focused DM campaign targeted at small group of people will work wonders. However, if product offering is for something more “inconsequential” like a credit card or a bank loan (atleast in India they are !!), small number DM will not justify investments – time, money and effort. A mass mailing should, however, get the desired results.

What are the basic tenets of any effective DM communication?

* Should be clear and precise
* Should be eye-catchy (with catchy headlines and/or slogans)
* Should have a response vehicle (a toll free #, a coupon et al)
* Should have a “call for action” which propels the target to “act”
* Should, ideally, never be more than 1 ~ 1 ½ pages long

Success or otherwise of any DM campaign depends upon –

* Level or lack of Personalization of communication - do personalize your DM
* Data “cleanliness”
* Relevance of product offering as well the communication to the target audience
* A determined, continuous follow up

Any Direct Marketing tool (including direct mailing) is considered to be an ROI based advertising/marketing technique – you know the business you have got from your investments.

And as Joni very rightly points out – Direct Marketing, as a whole, is all about experimenting, learning and moving forward.

So go ahead and take the plunge. Do share the results!


Rajnish Kansal

Private Reply to Rajnish Kansal (new win)

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