Here’s how:
1.) Keep Seasonality in Mind
Timing is everything. Think about the
product you’re promoting. Would it best be served at a certain time of you or
in a particular season? Heating an insulation services, for example, are best
marketed just as the weather starts to cool down. Always keep seasonality, as well as holidays, in mind.
2.) Think Outside the Envelope
Roughly four months from the time you
plan to send your new mailers, set aside some time for a solid brainstorming
session. What are the goals 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.) Spend Some Time with Your Database
Here’s a fun-filled fact you may not
have known - it costs roughly six times more to acquire a new customer than to
retain an old one. So, don’t limit yourself, and your chances of success, to
strictly new audiences. It’s important to make sure any and all past customers are
included on your mailing list. If enhancing that database is simply too
overwhelming or time consuming for you, no problem! A qualified professional can
help you create a comprehensive list and find the most cost effective way to
deliver your pieces.
4.) The Early Bird Gets the Win
At least two months in advance of the
target delivery date, get in touch with a professional print company. You
don’t want to wait until the last minute and risk missing the target delivery
date, or worse yet, compromising quality in order to meet time constraints! 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.
5.) Review the Blueline More Than Once
After receiving your artwork and files,
you’ll receive a blueline and color proof that will need to be reviewed
and approved. It is vital that you set aside a good amount of time 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. Gather, Measure, Repeat
Once your mailers hit the post truck,
the tough part is over and done. Congratulations, you did it! Now all that’s
left to do is measure the response rates. You can 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!
