Objective
Spoilt with various marketing channel choices, the ‘old school’ way of direct mail tends to be overlooked and ignored. Don’t. Direct Mail marketing strategy should be one of your main marketing strategies because when there is less traffic and competition, your message gets noticed. The audience becomes more receptive to receive tangible and personalized materials that are targeted specifically to them.
This page provides useful guide on how to prepare for an effective Direct Mail strategy and relevant resources/contents for resellers to use as reference during sales and marketing pitches.
Methodology
1. Identify your target audiences
This is where you need to focus and gather your prospective clients’ database based on industry segmentation one at a time. Segregate them earlier on based on industry because the contents of the Direct Mail are tailored specifically for their specific industry. There’s no “one size fits all” rule in Direct Mail strategy; you can’t be talking about restaurant industry for audiences in manufacturing industry. Contact us if your target industry’s contents are not present in the list.
2. Make an Effort to Know your Recipients
“Dear Sirs or Madam” is not sufficient and not recommended for Direct Mail channel. It is crucial to go an extra length to obtain the correct addresses and the names of the decision makers (CEO/Managing Director/COO/Executive Director/Marketing Manager, etc) plus the name of the person in charge of Human Resources who can influence the decision of the decision makers since the solution we are going for is workforce management system. Scout for the names through the target audiences’ websites or through LinkedIn. People crave personalization.
3. Mail contents list
This is the proposed content for the Direct Mail strategy. It’s strongly advised that you obtain the original printed documents from us or if you want to start right away using the available pdf files, please print out the documents in colour for better presentation. Who wants to watch television in black and white in this century?
4. To Follow Up or Not to Follow Up?
It’s totally up to you. The cover letter has clearly suggested that the recipients can go directly to the website to experience the software first-hand. All they need to do is to register for a 30-day trial account. You may contact those who haven’t registered yet to let them know that you are available for assistance or you can move on and contact other prospective clients.
5. Fill Up an E-Form to Link Them Back to You
The final stage is to link the customers back to you. Fill up the form and let us know audiences you have approached and when these targets registered for trial accounts, they will be assigned to your account as your clients.
Click here for an e-form
