direct mail

What do you consider to be the key benefits of a direct marketing campaign?

Direct Mail is one of the principal methods to begin the "conversation", and its purpose is to drive interest from prospective customers. This means that any communication used must not simply standout and create awareness, it will need to spark positive client-action.

What do you think is the reason that some companies go wrong with their direct marketing campaigns?

A common error is that much direct mail material attempts to make the "sale" too early in the buying process, by overloading the prospective customer with too much information. Often there is a misunderstanding of the difference between brochures and direct mail pieces, resulting in the thinking that because a brochure is sent through the post, it's a direct mailer when it's not.

What type of audience do you think is best suited to being targeted by direct marketing campaigns?

Any audience - provided the marketing agency understands the product and the appropriate market. If the budgets are realistic, the direct mail pack should be creatively powerful enough to have the desired effect, regardless of the type of recipient.

What should qualities should one look for when choosing a direct marketing company?

The company executive should know from the first introductory meeting whether the agency understands the complexities of marketing. In addition the agency must demonstrate how direct mail fits together with other elements in the marketing process, to generate sales. An agency specialising in direct mail that ignores the importance of other critical communications should, regardless of their creativity, be avoided.

What do you think are the pros and cons of creating your own direct marketing campaign in-house?

The only advantage is reduced cost, but by not engaging specialists, this advantage is correspondingly negated by the reduced effectiveness of the campaign and thus the ROI. Professional and creative concepts, design, production, quality databases, slick fulfilment are all the agency's responsibility. It's worth the additional expense to ensure the campaign is optimal. A realistic budget could be the difference between generating revenue or merely wasting resources.

Is there an optimal time of day/week to send out direct marketing campaign material?

Fridays are generally avoided to prevent it being there on a Monday morning when the addressee turns up for work, it having arrived on a Saturday. This is so they've organised themselves so they can concentrate on the pack when they receive it rather than immediately putting it aside to come back to it later, which would lose the impact.

What are considered to be good response rates for this medium?

It depends. The greater the spend per pack, the more the response rate should increase. It's all about return on investment (ROI). See our ROI calculator.

What are the best response rates you've achieved with a direct marketing campaign? Why do you think this was?

It was a two-part mailer. The first day sets the scene and the follow-up pack was used to create the call-to-action. Not only was there a "single minded proposition", but each communication was designed to first shock, and secondly, one to encourage action.

What is the main piece of advice you'd give a company that was thinking of undertaking a direct marketing campaign?

Take advantage of the experience of an agency. The creative team apply themselves to these ideas, day in day out. They know what works and why, and they are best placed to make the most from the available budget.