Efforts will fail if you don’t target the best prospects
House list or customer database
List rental – 98% mailable
Direct Response Lists
Controlled Circulation Lists
Response List vs. Compiled List Benefit Response Lists Compiled Lists RESPONSIVENESS Usually out-pulls compiled UNIVERSE Generally delivers more name volume. SELECTIVITY Good psychographic selections about individuals, lifestyle & purchase patterns. Good demographic selections. COST Can be less expensive to rent. UNLIMITED USE Rented for a specific purpose. Negotiable VOLUME DISCOUNT Negotiable Negotiable
Building a Campaign: List – 40%
The small scale perspective:
Minimum quantity requirements — usually 5,000
Usage — plan ahead when it makes sense; i.e. rent for 12 months unlimited use
Leverage value-add lists
More costly to rent
Vendor will not send you the list
Building a Campaign: Offer – 30%
In order to catch the fish, you must dangle the right kind of bait
Qualified vs. Unqualified Offers
Must fit with your campaign goals
Impossible to predict which offer will generate the best response rate for a given product or service
Test, test, test
Building a Campaign: Creative – copy 15%, layout 15%
Options are endless
What format generates the most cost-effective response rates?
Impossible to predict with 100% confidence
To evaluate direct mail creative you should focus on
How many responses did it generate?
Were the responses qualified enough?
With all the details that go into planning a campaign, it’s easy to forget about fulfillment. This is a very important brand interaction for your prospects and/or customers.
System to collect responses — online, call center, PO Box
Team designated for responder follow-up — sales, call center
Fulfillment packages — distribution of company collateral and white paper(s)
Small Scale Fulfillment Considerations
Might actually be more cost effective to hire a fulfillment house vs. assigning internal resources
Leftover printed stock
Print on demand
Need to create materials for distribution
Be creative; what can I repurpose? What can I create that will have multiple uses?
It’s all about applying what you learn; you will want to consider the following for maximum results:
System of measuring campaign against measures-of-success that were developed up front:
Doesn’t need to be a sophisticated online system
A simple spreadsheet can do the trick
Time built-in to react
A place to house data that’s collected
Case Study: 2005–2007 Transportation Vertical Direct Mail Campaign Honeywell Imaging and Mobility formerly Hand Held Products
Honeywell Imaging and Mobility distributes its image-based data collection solutions worldwide.
With a small market share in the transportation industry, the manufacturer faced the challenge of:
Low brand recognition.
Need for more information about the marketplace and customer demands.
Need for better understanding of how to position its products as solutions rather than commodities.
Collect valuable purchase/needs/sales qualification information from prospects.
Build a database.
Lay the groundwork for future campaigns.
Honeywell Frequency Strategy
If you mail them more, they will buy more
Add 40-50% of a mailing's response by a follow-up to the same list within a month; i.e. telemarketing, multiple mailing waves.
4X frequency per year; conducive to:
Establishing the brand.
Positioning as knowledgeable leaders in the transportation industry.
Frequent communications with prospects/customers can motivate them to consider you more often.
Honeywell List Strategy
Don’t put all your eggs in one basket; diversify.
Mix of rented lists and in-house database
Looking for synergies with advertising; boosts frequency and supports response.
List response analysis after each mail drop to aid in future list selection.
Responders from rented lists are added to the in-house database for future marketing.
Honeywell Offer Strategy
Sell the offer, not the product.
Premiums paired with relevant white papers
Why? Fill the funnel & build the database
Half price vs. Buy one — get one FREE
Colored offer box
Image of offer item
Urgency — Limited time offers work. Use a specific date.
Honeywell Creative Strategy
Branded family look/feel
Developed “control creative” by testing tried-and-true methods
Mail package HOT Spots
Return address area, Addressing area, “Teaser” mail panel
Repeat your message... repeat your message
Incorporate multiple response options
The "yes/no" response technique
If you give a prospect the option to say no, they are more likely to say yes
~$23,000,000 in potential revenue
Do not hesitate to call/email if I may be of assistance: Kristin Sine-Kinz, Eric Mower and Associates, 585.389.1817(p) or [email_address]