So much to do, so little time! At least that’s what it feels
like when you’re gearing up for a new direct mail campaign. Between the time
you decide a new campaign is in order and the moment your DM pieces hit
mailboxes, there’s a lot that needs to happen. How can you help manage stress
and stay on track? Keep your campaign organized with a well-planned timeline.
Here’s how to create your own:
1.) Look at the Big
Picture
When planning a new campaign, the first thing you should do
is consider the timing. What are you selling or promoting? Air conditioning
services, for example, are best marketed just as the weather starts warming up.
Always keep seasonality,
as well as holidays, in mind.
2.) Get Creative
About four months from the time you plan to send mailers for
your new campaign, gather your team or grab a strong cup of espresso - whatever
your method is of brainstorming
- and get those ideas generating. Think about the goal of your campaign. Is
there a promotion or event you can organize to help you attain it? Do you want
to use a unique feature or freemiums
to draw attention to your mailer? Get creative and take good notes!
3.) Brush Up Your
Database
Did you know that it costs roughly six times more to acquire
a new customer than to retain an old one? That’s why it’s so important that you
make sure to include any and all past customers on your mailing list, in
addition to reaching for new audiences. A well-made mailing database is vital
to achieving campaign success.
If you’re not sure how to build or enhance your database, a qualified professional can help you
create a comprehensive list and find the most cost effective way to deliver
your pieces.
4.) Get the
Deliverables In Early
After you’ve decided what the goals of the campaign will be
and how you plan to achieve them, get in touch with us at least two months in advance of the
target delivery date. The success of your mail campaign relies on perfect
timing, and that means timely delivery of mailing lists, due dates, target
delivery dates, and artwork sent in a compatible format. It takes time to
review those materials and generate a time estimate. You don’t want to
procrastinate and miss your target delivery date, or end up compromising
quality in order to meet time constraints.
5.) Check and Double
Check the Blueline
After receiving your artwork and files, you’ll receive a blueline and color proof
that will need to be reviewed and approved. Be sure to carve out the time you
need to thoroughly review it, because any errors on the blueline will end up on
your printed materials. Pay attention to everything you see – copy, line
breaks, page breaks, borders and cropping. Aim to have the blueline reviewed
and approved about 45 days before it’s due to be sent out.
6.) Measure the
Responses
Congratulations! Once your mailers hit the post truck, the
tough part is over and done. Now all that’s left to do is measure the response
rates. Expect the biggest boom in the first two weeks after delivery, but leads
may trickle in for up to six months afterward. Use your measurements to gauge
how successful your campaign was and how you can use those results to improve
your next one.
How do you organize a campaign timeline? If you have any
other tips or suggestions, tell us in the comments!
