Does Direct Mail really work?
You know the answer to that…YES, direct mail works. It is true, poorly designed and poorly executed direct mail programs do not work, but Ozean Media’s direct mail program are better.
For a direct mail campaign to be effective requires knowledge of data management, attention to detail, detailed knowledge of postal guidelines and regulations, and creative design.
Ozean’s direct mail program are designed to be all of those items in addition to being targeted, effective, and extremely cost effective.
Types of Direct Mail
- direct mail letters,
- postcards,
- self mailers,
- catalogs,
- brochures,
- direct mail coupon mailers,
- and personalized direct mail (also known as variable printing)
Direct Mail Process
It is so much more than creating a mail piece.
1. Goals
We begin by discussing the goals of the campaign and what is the expected ROI.
2. Offer Development
Critical step. What is the call to action, what is the offer?
3. Media Selection
What media will work best for the campaign? Long form letter? A mix?
4. Message & Creative Development
Our team will work with you to develop the message of the direct mail then develop creative that will drive home the message.
5. Copy, Copy, Copy
Copy is one the most important aspects of direct mail, yet one of the most overlooked.
6. Revisions
Take a step back and ask “does it work?”
7. Online Presence needed for tracking?
Does our web team need to design a landing page for the campaign? Are we tracking the offer online?
8. Offline Presence needed for tracking?
Do we need to create an offline infrastructure to track results? A unique toll free number? A coupon tracker?
9. Data List – procurement, management, cleaning, certification
Critical step – We can segment a customer list to match your customer segments. If you do not know your customer segments, we can data mine your customer list and match them.
10. TEST, TEST, TEST
We can not over emphasize the testing phase. Are the assumptions correct?
11. Revise
What did we learn from the test? Do we need to revise the data? Do we need to revise the creative? Do we need to revise the expectations?
12. Implement Full Direct Mail Campaign
Blast off!