The success of any direct mail campaign rests on several factors: a well written and compelling sales letter; an attention grabbing headline; an offer that cannot be Latest Mailing Database refused and ease of response are all factors that can determine whether a response rate will be good, average or downright poor.
If you have been lucky enough to get the formula right and are enjoying a high response rate from your mailshot, then efficiently handling these responses is vital if you want to capitalize on your positive results and make the most of your success.
The way in which responses are handled has a lasting effect on your business. Get it right and you could see the return on your investment soar. Make mistakes at this point and the whole thing will have been a waste of time and money.
The key is to make sure that your responses, whether they are orders; surveys; information or brochure requests; subscriptions; voucher redemptions; membership renewals or account applications, are handled efficiently and professionally.
This efficiency will ensure that your business portrays a slick and proficient image that impresses customers and prospects. In turn, impressed customers Latest Mailing Database and prospects are more likely to use you again in the future, and recommend you to others. So you have multiplied your marketing efforts in one go, just by efficiently handling your responses!
You should take some time to consider whether you can efficiently handle your responses. Can you give customers the speedy turnaround they expect on their orders? Can you get those brochures out to your prospects before they buy from your competitors? Can you process applications and redemptions smoothly enough to show customers they have made the right decision in choosing your service?
If you cannot, then you are not alone because many businesses struggle to keep up with even the smallest of responses.
Furthermore, you also need to consider whether you are in a position to effectively capture data from your responses. This is an exceedingly important step of the process because this information is vital to the upkeep of your database. Recording addressee gone-aways, changes of address or other contact details and noting recipients who no longer wish to receive mailings from you is imperative so that mistakes that could damage customer relationships, and your reputation, are not made on future mailings.
Be honest with yourself. Is running your business and working on marketing initiatives taking up a large chunk of your time? If so, it may be in your best interests to source an external agency to manage your response handling on your behalf. There are companies that have specialist systems in place to handle all types of responses. Not only can they take care of the responses and capture data from your direct mail campaigns; they can also handle replies from any other promotional drives such as direct response advertising campaigns, coupon or on-pack promotions and exhibitions. Some of these companies can even store your literature and stock for you and handle your day to day order fulfilment, whether you are running a campaign or not.
Congratulations if you have experienced a successful response rate on your latest direct mail campaign! But remember, handle those responses wisely to make the most of your success, and if needs be, hire an external agency to do it for you, leaving you free to get on with running your business and work on formulating your next successful direct mail campaign!