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REIQ Journal : November 2008
16 INDUSTRY PRACTICE 6. Pay attention to detail Effective DM can be very easy, as long as the correct processes are adhered to. There are a lot of steps in the DM process, which means there are more opportunities for something to go wrong. Pay attention to every step, consider everything that could go wrong, and ensure there are appropriate checks in place so that everything goes smoothly. Check the data once, twice, three times before pushing the button or a great deal of money and effort could be completely wasted. Remember Murphy’s Law – if something can go wrong, it usually will. 7. Use DM professionals Direct marketing is a specialised field and it’s important to use people who know what they are doing. Professionals don’t only provide experience and expertise, but they have access to the premium technology and proprietary tools that can make or break an important campaign. It can be a minefield when searching for the right agency for your needs so check Direct marketing is a specialised field and it’s important to use people who know what they are doing. credentials carefully, speak to their clients, and ask to see their previous work. There are many self-professed direct marketers out there who may even believe they understand direct mail. Just because someone is experienced in advertising, however, doesn’t mean they understand direct marketing. 8. Always create a mock up Review all the components before it is printed and mailed. You don’t want to be minutes away from your campaign deadline and discover the mail pack doesn’t fit together properly! In a standard mailer, check that the address sits nicely in the window-faced envelope, that all pieces fit how they should, and that it meets postal regulations. Ensure the response coupon can be completed easily and that the key messages are prominent. Provide the mail house with a mock-up well in advance of the campaign execution. REIQ Journal November 2008
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