A Quick Guide To Financial Direct Mail
Many industries have chosen direct mail has their first choice when it comes to the
best possible marketing tactic, and with so many different industries struggling to keep customers engaged and interested, you may be surprised to learn that it still is at the top of the list. While the last five years have been quite difficult, for financial services companies, a good direct mail marketing strategycan help.
A Good Plan is Key
Before you can ever begin to look for success from marketing flyers or any other type of direct mail product, you have to set up a good plan to get you where you want to be. Start by deciding on your objective for this particular campaign. This step can be as simple as deciding exactly what youd like to accomplish. For example, are you simply looking to up awareness of your new branch or do you want a certain number of new inquiries each month?
After you know a bit about what you want from your direct mail campaign, its time to decide what youll be offering via the mailer. Think about your objectives, then come up with an attractive offer. If you simply want to get people through the door, maybe your best offer is a freebie when they make a consultation appointment. Dont forget to factor in your target market as well. You have to understand exactly what motivates them and the type of incentive theyll need to respond before you can craft the right plan. This is also the point where youll want to establish your budget and the tracking procedures youll use at the end of the campaign.
Create Something Amazing
Once youve done all of your planning homework, its time to come up with a creative package your target audience will appreciate. When youre advertising, direct mail can mean different things. From post cards to packages that actually contain information as well as freebies, the package (even if its just a postcard) will help to determine your response rate. You need to consider every element of your piece, and good direct mail companies will walk you through the selection process on a step by step basis to help make certain the entire package looks attractive to potential clients.
Track it Carefully
Once you sent your direct mail advertising out and responses start rolling in, dont forget to do a bit of analytical assessment to help you plot your next campaign. You need to make certain youre determining the overall response rate as well as the cost per piece and, ultimately, the cost per response so you can be sure you have what you need to look at profitability from year to year.
Direct mail is a great way to get people interested in your financial services, but some planning before the campaign begins is essential.
by: Greg Sands
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