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’.