Buckaroo BVGN - March 2008

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FREE eNewsletter Volume 6, Issue 3

March 2008

7 Simple Steps to An Effective Direct Mail Campaign

By Deborah L. Daily

Creating an effective direct mail campaign requires seven simple steps to achieve success:

1. Develop a Marketing Plan

Don’t let the words “marketing plan” scare you. It doesn’t have to be complicated. Here are some simple questions to ask yourself:

•		What do I want to accomplish?
•		What am I trying to sell?
•		Who will listen and respond to my message?
•		When should I mail and how often?

2. Build Your Mailing List

Maybe you already have a current customer list. Are they your right target audience? Consider tangible and intangible variables that might affect the outcome as well as past purchase history.

3. Determine the Mailing Frequency

Depending on your products and services, or your desired end result, you may wish to do a multi-card/letter mailing campaign or single mailing. Typically, multi-card/letter campaigns get better results.

4. Create a High Impact Piece

As we are inundated with messages from radio, television, print, and email, you have but a moment to make a great first impression. Using the right mix of imagery, compelling copy, and powerful design positively affects the response. While we thrive on the quickness of email, people by nature are still attached to concrete visuals as reminders.

5. Select Your Mailing Service

The Postal Service divides mail into different services, called "classes." Each class of mail has different features, service levels, postage rates, and presort requirements. What is being mailed – postcard, letter, large envelope, parcel? How quick to you want your piece to be delivered? If a piece is undeliverable, do you want the Postal Service to return it with a corrected address or forward on to the new address? What’s the weight, the size and the number of pieces? Your answers will impact the type of service you need.

6. Track Your Campaign’s Success

The key word here is TRACK. You can’t measure what you don’t track. Keeping track of your success helps you hone and improve subsequent mailings. The key to tracking success is to compare total mailing costs versus generated revenue. Obviously, we want to generate positive results. Ultimately, a good campaign makes money and generates a profit.

7. Plan Your Next Promotion

Schedule mailings to ensure you stay active in the minds of your best customers. Consider your annual sales cycle, market trends, product promotions, customer purchase histories and your available marketing budget to determine the best time to mail.

“Hmmmmm. A marketing budget?” you ask. That’s another topic for discussion – maybe next month!

Be Visible. Get Noticed.

For more information on direct mail issues, contact Buckaroo Technology Group by calling us toll free at 877.344.0290 or 317.845.0830 or click here.

Recent Website Project

Mason Family Chiropractic, a provider of state-of-the-art chiropractic care in the Indianapolis area, asked BTGI to design not just a website, but create their visual identity to instantly communicate their passion for “adding years to your life” to existing and prospective patients.

Mason Family Chiropractic wanted to provide site visitors with compelling reasons to utilize their practice’s services and provide useful information about chiropractic care and health-related issues. The site’s infrastructure has been readily designed for expandability and future growth according to the practice’s needs.

"Since the website went live, I have had many compliments and more traffic. Due to the preplanned architecture, I have the option to add more content to the site at a later date – so it can grow as my practice grows. This is another great feature Buckaroo offers for those who want to have a great site but add content commensurate with growth and budget," states Dr. Richard Mason.

To read what other clients are saying about BTGI, please click here.

Final Thought...

"We don't accomplish anything in this world alone ... and whatever
happens is the result of the whole tapestry of one's life and
all the weavings of individual threads from
one to another that creates something."

Former Justice Sandra Day O'Connor,
First Woman on the U.S. Supreme Court
(1930- )

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Buckaroo Technology Group Incorporated
7987 Wolford Court, Suite 200
Fishers, IN 46038