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CHECKLIST

DIRECT MAIL CAMPAIGN


When youre planning a direct mail campaign you must always pay great attention to details because a simple error can cost you a lot once its in the mail! So no matter how many pieces you will be sending out, you still need to go through the same basic steps to create your direct mail campaign and get it delivered. This checklist offers some general guidance.


Determine which lists you will be using, how many contacts you are targeting, with labels or not, personally addressed or not, etc

Clearly define your offer by pointing out all benefits, key features, etc

Craft your message so that it is as focused as possible

Clearly stated the offer in the headline

Make sure your offer is tempting and includes a call to action

Test your message with co-workers and friend to be sure that prospects will grab the offering in five seconds 

If your product/service needs explanation, letters can be a great way to educate potential customers.

Include a reply mechanism to get customers feedback

Include all details of your offer on the reply card

If using a coupon, make sure your companys address is on the coupon

Try to offer something for free, such as a free trial, free brochure, free gift, etc

Try to use customer reviews, reference to prizes your company won, ISO, etc

Ensure that customers can easily reach you

Make sure the customer knows how to pay for your product/service (Credit cards or invoicing after delivery are proven to have best response rates)

Use a personal but professional tone

Ensure that your message is written from the customers perspective

Adding a P.S. can be a good idea if you are sending letters (The P.S. statement often gets read before the message itself)

Cut all superfluous stuff

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