The power of direct mail lies in pinpointing your target audience and the messages that speak directly to them. With today’s incredibly sophisticated databases, the cost-effectiveness of direct mail has improved dramatically enabling you to filter out those prospects who are unlikely to respond. Once you have the right prospects, an imaginative and insightful design coupled with targeted messaging helps ensure your response rate hits an all time high.
At Limpet, we understand how important it is to create a design which is going to make your target audience want to open your direct mail in the first instance and then, once it is opened, capture and maintain their attention within the space of only a few seconds. Targeted messaging is crucial - if your audience cannot easily determine what you are trying to say and what the benefit to them will be, your sales opportunity is lost.
Creative marketing
As with all the projects undertaken at Limpet Marketing, the first stage in your direct mail campaign is to understand your audience. The next step is to design a ‘creative hook’ which will speak directly to your audience and convey your business message. Other considerations include your budget, the means for distribution and the number of prospects to contact. Whenever possible, we will also link with your other marketing activities to maximise the crossover benefits.
Direct mail works best if it followed up and we always encourage a staged approach, where distribution is staggered to allow enough time for your sales team or external agents to contact your prospects. Another key attribute in securing a positive response rate is a distinctive ‘call to action’, in other words it should be clear what the prospect must do next if they are interested in finding out more. Believe it or not, this vital element is often forgotten.
Researching and identifying your potential customers is of the utmost importance and we have excellent working relationships with established database management companies. In terms of fulfilment and distribution, our trusted suppliers have the expertise to implement and manage an efficient campaign that will maximise your budget and run like clockwork.
Dragons Wharf, Moston, Sandbach, Cheshire. CW11 3PA T:01270 750482