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llirect mail and marketing is ahout making direct contact with existing andpotential customers to promote your products or services.

Direct marketing enables communication with targeted groups ofm. consumers and it helps build profitable customer relationships. .T

It helps you in achieving specific objectives such as

Increase sales from Generate new businessexisting customers. leads and sales.

J Re�establish relationships� with dormant customers.Increase customer

loyalty.

Direct Marketing as a whole comes in thefollowing major flavours

Direct Mail Direct EmailA.� marketing

0 .Leaflet marketing using �I

letterbox drops and SMS

handouts Telemarketing

Text (SMS) marketing

' 0Direct Marketing euioe lines . 0

A Catchy Subject Line.

Create compellingcontentzMake sure your messagehas the following

A Central Idea.

A personal touch in the mailer/e-mail like personalgreetings, reference of purchasing history.

of people welcome mail thatgives them useful info!

Focus on the nf!er- The offer should. also be appropriate to the product or service

it relates to. For example, some products arebetter matched with a price cut instead of %off.

of people in UK like toe mail telling themrec

about new offersPromise with evlcl

research. customer response abtests. and testimonials fromexperts. Anticipate the audience'sdoubts or questions. and answer them.don't sidestep them.

Put some local �avourwhich cangive the idea that you are aware and .

understand their situation.

Target the maillsmsl leaflet to �the correct audience based on their .

purchasing power and status.

of people 84�/o_otrespondenis andV1 Welcome gg therrfamrlres

a mail that rewards have taken action on receipttheir loyalty. ofa �money off� coupon.

Timing is the key: Check out the besttime to send the communication fromthe helow statistics:

Chance of Viewing/ respondingmm D mlhnndty

8% ..Thursday ea

Wednesday

the best timing heingtrom iiam. in 3p.rn.

' buy or rent a mailing list.available directly from database marketing

companies -

Call to ActionA great sales letter does not necessarily lead to great sales. Be precise andclear in what you want them to do.

Make it as easy and as quick aspossible for them to respond by including such items as direct orderingforms with pre-printed names and addresses, fax back sheets, responsemailers, hyperlink click-through for emails.

Direct mail gets better with time.

bakergoodchildbakergoodchild.co.uk

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