Question

Topic: Strategy

Effectiveness Of Direct Mail?

Posted by Anonymous on 3/25/2004 at 3:07 PM ET 250 Points
I am currently attempting to formulate an overall marketing strategy for a small industrial manufacturing company. As part of my marketing efforts I would like to include a direct mail campaign directed at past customers and companies who have inquired about our products in the past. (and possibly some targeted SIC leads) Included in the mailing would be a brochure and/or a custom piece outlinining our product and how it could benefit their comany..I.E increase efficiency, reduce operational costs, etc. Does anyone out there have any experience regarding how effective such campaigns may be at generating response rates? I attempted to find some research on the matter, but have come up empty. Any help would be appreciated.

thanks, Mark
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RESPONSES

  • Posted by Pepper Blue on 3/25/2004 at 3:27 PM Accepted
    Hi m.cairney:

    Here is a good link to this topic from a previous discussion here at KHE.

    https://www.marketingprofs.com/ea/qst_question.asp?qstID=610

    I think you will find it gives you some good information.

    Hope that helps!
  • Posted by jcmedinave on 3/25/2004 at 5:45 PM Accepted
    Hello,

    Some notes:

    1. When I receive a lot of information by mail, how do I will differentiate? It is very important the first contact with the mail, the kind of envelope (material, size,..), packing and relevant information.

    2. How do I guarantee if somebody read or not the information? Calls follow up. The mail does not function alone always goes accompanied by another channel or campaign.

    3. Did I send the mail to the indicated person? The person in charge, the one that decides. Prior investigation.

    4. Was the information relevant to the person? Depends on the message and person needs. It is important to test the objective market and the different type of messages.

    5. There are very important the previous and monitoring activities.

    6. Don't forget the use of email.

    Resume: The effectiveness of mailing depends on: previous activities, tests, monitoring, messages, call phones, type of campaign, kind of envelop, relevant information, person who receives the mail, opportunity, and so on.

    Bye,

    Juan Carlos
  • Posted on 3/25/2004 at 6:55 PM Member
    Hi

    yep, it depends - and LizM is thinking on the right lines.

    We've all done 'direct mail' - packaging up letters, offer flyer, brocures & lift letter, with bre, to get a response.

    But don't start there.

    Start with looking at how your customers go about buying. What makes them trust a supplier? What would make them change (back) to a different supplier? Can you write that letter?

    Where does the letter sit in your sales process? It's probably not alone. How's it going to work with the other parts - printed & human contact?

    Have you ironed out ever wrinkle in your enqury handling process, so that when a valuable enquiry comes in, you're doing everything to convert it. The relatively few letters you send out there may make far more difference than the many letters sent out cold to sic codes.

    The existing letters that work will give you a good steer on what you should write to cooler prospects (when you're ready to do so).

    And do test. Send out a few, have salesstaff follow up. Try spending more on every prospect - and try spending less. See what brings in new customers: see what brings in really valuable cusotmers. They may not be the same.

    The challenge you face is that the volumes are low - you can't rely on statistics, you have to go on gut feel. Which may mean the the mailpack you described right up front *is* the answer - simply because it motivates and supports your salesforce - and motivated, they'll sell a heck of a lot more.

    wow - on one level I envy you - and on others I don't . It's tough. Enjoy - and good luck!

    hth

    Will Rowan
    https://www.thecustomer.co.uk

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