Campaign plan (work backwards from "In homes")
- 1Goal + audience
- 2Offer + format
- 3Design + proof
- 4Print
- 5Mail prep
- 6In homes
- 7Count responses
- 8Next drop
1. Set one goal
Calls, bookings, store visits, donations or reactivated customers. Pick one. A mailer that tries to do three things usually does none of them well.
2. Choose the audience
An area (saturation or EDDM®) or a list (addressed mail). Size it so you can afford to mail it more than once.
3. Write the offer
What the reader gets, why it's good, and why now. A deadline gives people a reason not to put it off.
4. Pick the format
A postcard for most offers. A letter when you need to explain or personalize. A folded piece when you have more to show.
5. Build in tracking
A phone number, code or web address that appears only on this mailing. Decide this before design, not after.
6. Schedule the drops
Allow time for design, proofing, printing and mail preparation. Mail the same audience more than once, and leave enough time between drops to count results.
7. Review and change one thing
After each drop, compare responses against cost. Change one variable for the next drop, such as the offer, the headline or the area, so you know what made the difference.
Questions
How long does it take to plan a direct mail campaign?
It depends on design and printing time. Plan backwards from the date you want it in mailboxes, and allow for proofs and USPS delivery time.
How many times should a campaign mail?
More than once. One mailing tells you little. Repeating to the same audience lets you see whether results build and which changes help.
What's the most important part of a campaign?
The audience and the offer. A great design can't rescue the wrong list or a weak reason to respond.