Resources-Direct Mail

Watch the Details: Develop a Strong Marketing Campaign
Direct marketing is often the best and most efficient choice for selling products and services. Done well, direct marketing creates measurable, trackable results and increases revenues well in excess of costs.

However, as the saying goes, the devil is in the details, and there are numerous details to account for in any direct marketing campaign. There are four major areas to consider in starting a direct marketing campaign. From the initial marketing plan to the final tracking reports, each step needs to be managed carefully to achieve success.

Step 1 —Plan
Planning is essential —setting the goals of the campaign is the single most important part of the process. Once that is done, informed decisions can be made about the formats, copy and graphics that need to be created.

Create marketing blueprint
Develop campaign formats —
Flyers, postcards, brochures, letters, envelopes,
self-mailers
Write copy
Develop graphics

Step 2—Produce
With these decisions made, the distribution channel can be determined and materials can be prepared for the printer or for email.

Choose distribution channel
U.S. Mail, email
Create pre-press
Digital output, film, etc.
Choose vendor

Step 3—
Develop Prospects While the campaign pieces are being prepared, prospect lists need to be evaluated and purchased. A process needs to be created to distribute the direct marketing, This can be done by in-house staff or an outside vendor.

Develop leads, purchase lists Compiled or direct lists, customer lists
Fulfillment —Fold, stuff, label, mail, email Outside vendor, in-house staff

Step 4 —Track
Finally tracking systems need to be developed that will follow the campaign and show results. This can be as simple as an Excel spreadsheet or as complex as a full-blown CRM (Customer Relationship Management) system.<
The goal of the tracking systems is to evaluate the information from the campaign and determine which creative, offer and lists perform the best. Once this is apparent, these efforts become the baseline for other campaigns.

Develop tracking process
Develop reports

If your organization has made the decision to do direct mail, but lacks the experience to handle the details, let RJL Consulting do it for you. We have over 20 years of experience, and we can make sure your campaign goes smoothly and profitably.

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	RESOURCES--DIRECT MAIL Watch the Details: Develop a Strong Marketing Campaign Direct marketing is often the best and most efficient choice for selling products and services. Done well, direct marketing creates measurable, trackable results and increases revenues well in excess of costs. However, as the saying goes, the devil is in the details, and there are numerous details to account for in any direct marketing campaign. There are four major areas to consider in starting a direct marketing campaign. From the initial marketing plan to the final tracking reports, each step needs to be managed carefully to achieve success. Step 1 —Plan Planning is essential —setting the goals of the campaign is the single most important part of the process. Once that is done, informed decisions can be made about the formats, copy and graphics that need to be created. Create marketing blueprint Develop campaign formats — Flyers, postcards, brochures, letters, envelopes, self-mailers Write copy Develop graphics Step 2—Produce With these decisions made, the distribution channel can be determined and materials can be prepared for the printer or for email. Choose distribution channel U.S. Mail, email Create pre-press Digital output, film, etc. Choose vendor Step 3— Develop Prospects While the campaign pieces are being prepared, prospect lists need to be evaluated and purchased. A process needs to be created to distribute the direct marketing, This can be done by in-house staff or an outside vendor. Develop leads, purchase lists Compiled or direct lists, customer lists Fulfillment —Fold, stuff, label, mail, email Outside vendor, in-house staff Step 4 —Track Finally tracking systems need to be developed that will follow the campaign and show results. This can be as simple as an Excel spreadsheet or as complex as a full-blown CRM (Customer Relationship Management) system.< The goal of the tracking systems is to evaluate the information from the campaign and determine which creative, offer and lists perform the best. Once this is apparent, these efforts become the baseline for other campaigns. Develop tracking process Develop reports If your organization has made the decision to do direct mail, but lacks the experience to handle the details, let RJL Consulting do it for you. We have over 20 years of experience, and we can make sure your campaign goes smoothly and profitably.	BUSINESS TOOLS DIRECT MAIL PRODUCT DEVELOPMENT BOOKLETS How To Talk to a Geek PRESENTATIONS MEETING FACILITATION