6 Effective Ways to Cut Spending on a Direct Mail Campaign
Direct mail remains an ideal marketing tool, however, too many business owners waste money just to be successful in their direct mail campaign. Sure, a good business image is important, but there’s no reason to spend thousands of dollars just for that. If you want to invest in direct mail today and you are really concerned with your profit and return on investment, there are ways you can do that will help cut down the cost of a direct mail campaign. Here are some of these strategies:
Update your list. Clear out the non-responsive prospects. It’s clear that they are not going to respond so better get them out of the list so you don’t waste money on them. It will help if you segment your list to those that are priority and not. You don’t have to mail to everyone all the time. If you want a high impact campaign, mail only to the ideal recipients.
Create a personalized message. The more relevant your message is to your target audience the sooner you’ll get the results. From your promotional door hangers to your postcards and sales letters, work out a personalized message. This will help make your recipients feel more valued as they believe the message is meant especially for them. In a world where communication can be done in different channels, a personalized message will help cut to the chase and get the message delivered to the right person at the right time.
Manage your time effectively. Don’t spend all your time designing your direct mail pieces. Unfortunately, the design and copy are not the most important element in the success of a direct mail campaign. It’s the list, offer, and format that matters most. With that in mind, ensure that you spend your time wisely on all these tasks. Set your priorities straight so you can dramatically reduce your expenses.
Test. Be sure to test your offer, message, and list before launching a massive campaign. Once you have determined the success rate of your materials and the changes needed have been done, that’s the time you can send your direct mail materials to the rest of your target audience. Make it a point to test all the time so you don’t waste money on unsuccessful ads.
Hire experts carefully. If you want to hire outside help, say a writer, printer, or direct mail expert, make sure you are hiring the best. Do thorough researches so you find the best person that will help you maximize your investment. For instance, if you need to hire a printer, find the one that has extensive knowledge and experience in direct mail. There are print shops out there that will try to lure you with their massive postcard or door hanger discounts. Don’t get easily enticed with such companies. It’s best to look at the quality of their work first before making a decision.
Build a plan. Every successful marketing campaign needs to be well planned. As such, you need to come up with a good plan on how you can save money on your direct mail campaign. Take into consideration the tips mentioned above and incorporate them in your plan. They will surely help you save money while ensuring you generate the most return on investment. If you want something to work effectively and consistently, always have a solid plan.
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