CAMPAIGN PLANNING & EXECUTION
CAMPAIGN PLANNING AND EXECUTION
There are a number of things to consider when planning your direct mail campaign. We've put together a template that sets out all the areas you should cover, as well as providing you with an easy reference tool throughout the campaign. Here's a selection of key areas from the campaign planning template:
Objectives
What do you want to achieve from the campaign? You could have a range of objectives to meet including sales, brand positioning, supplying information or generating information to help strengthen your next communication. Make sure your objectives follow the SMART principle - specific, measurable, achievable, realistic, timeframe.
Target Audience/Data
Who are you targeting your campaign at? What data sources, both internal and external, do you have access to? Do you need to exclude any particular groups from your campaign? When you first begin planning, this information may be quite generic but should become more robust as you look closely at your data.
Response
Consider why the mailing is relevant to the target audience, why are they likely to be in a purchase/decision window and what channels of response are you making available – phone, mail, web and so on. Also consider if you want to close the sale immediately or are you looking for prospects to convert later?
Budget
How much can you afford to spend? Your budget depends on how much you think you will generate from your responses, compared to the cost of your campaign. At first you may have to guess the likely response but you will learn more from each campaign.
Timing
What is the best time for you to launch a campaign considering for example your current marketing activity, holidays (avoid times when people may be away) and resources you will need to handle responses. Should you mail everyone at the same time, or stagger the lodgements to lighten the potential load on your team?
Producing your direct mail
Will you prepare and organise the creative, printing and mailhouse elements inhouse, or will you need to brief suppliers? If you have existing supplier relationships, chances are they can help you arrange production. Otherwise, consider our list of suppliers who can help get your campaign into market.
Alternatively, would you like some help with mail?
If you'd like to speak to someone about how mail could fit into your marketing activity or how to get more from the mail you're currently doing, simple complete this form and we'll be in touch.
