Direct Marketing Guide
Part 10: Success
As so much planning goes into what communication you are sending out, ensure you leave enough time to plan what you will do with the successful outcome. Having spent so much effort getting customers, don't lose them again through poor response or customer service.
67. PRE-PLAN your response to your reader's response. DON'T be caught in a trap by failing to acknowledge replies, responding too slowly, running out of leaflets...and so on. It is amazing how many firms seem surprised by the success of a good Direct Mail shot!
68. Few campaigns work entirely alone. Plan to follow them up with a second letter, a phonecall, a visit, a follow-up e-mail or faxshot. There can be a dozen good reasons why good prospects don't respond at the first 'nudge'.
69. Consider a 'spotcheck' of a small sample of your list to check which elements of the letter worked, which didn't, whether it hit the right desk etc.
Industry News in this Category
New research shows permission emails are working (02/01/2009)
SMEs convinced by direct mail (02/01/2009)
Email marketing 'gaining respectability' (31/12/2008)
Data lists 'can help with personalisation' (30/12/2008)
