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REIQ Journal : November 2008
14 Industry Practice Making direct mail easy By Australia Post It’s not hard to produce creative and effective direct mail (DM). Like most things in life, keeping it simple is often the best way to ensure a successful campaign. We’ve provided 10 key steps to making sure your DM campaign generates the results you’re looking for. 1. Know your target audience The most important part of any DM campaign is to get the targeting right. Even the most creative of mail packs is a complete waste of time if you’re sending it to the wrong people. List management is absolutely critical, not only to ensure you get the right message to the right people but also to ensure they’re going to receive it. Technology has enabled marketers to significantly reduce the number of returns during a campaign, so we suggest you use it. A modest investment in database management software can save a fortune over a few campaigns. Always consider the value of the customer and calculate the lifetime value of attracting and keeping a satisfied buyer, seller or landlord. The most effective channel may not be the cheapest. Certain channels may be cheaper per individual contact than others, but they won’t deliver the same results and you may be wasting a significant portion of your spend on consumers who will never respond. Mediums like SMS and email may be less expensive, but if not managed very carefully may damage your brand. REIQ Journal November 2008 2. Make compelling offers When you know your target audience you are in a better position to make them an offer they can’t refuse. Relevance is the key – a campaign that ignores the preferences of recipients and makes an offer that suits the sender will fail dismally. Do the research, check the data and be mindful of providing an offer that will generate a positive response. Always ensure the offer is prominent, don’t bury it in the copy. You have only a few seconds to grab the recipient’s attention and invite them to read further, so make the most of that tiny timeframe.
December January 2009