Asking the wrong questions or nothing at all, can lead to poor direct mail response and possibly a failed marketing campaign. The right questions and the answers they generate, will help us empower our creative team to think outside of the box and create a more effective mail piece for you. Below are some of the questions you should ask.
What are our goals?
Make a list of each goal so that everyone on the marketing team knows them and why they are important.
What are the advantages derived from our last mailing?
List any of the positive things that occurred from your last mailing. This could include; results, mailing list, images, etc. Make sure to be specific.
What are the disadvantages discovered in our last mailing?
List anything that negatively affected your last mailing, and be specific.
What ideas do we need to improve on?
List any suggestions that you feel could have improved the results of your last mailing. Do not filter any thoughts at this time, just write them all down as you see them.
What do customers expect from us?
Make a list of what your customers expect from you and the products and services you provide. If you don’t know their expectations, you need to ask for them.
What are the most powerful benefits of our products and/or services that we are able to provide to our customers?
List all of the benefits you provide in order of importance. Which ones relate best to your individual customers?
What is our customer’s greatest pain?
In order to solve problems for your customers, you need to know what they are and which ones are keeping them awake at night. List them in order of importance, the largest to the smallest.
How can our products or services relieve that pain?
Use the list you just created and find a solution for each problem.
How certain are we about whom our customers are?
Are you making assumptions or do you know the origin and reasons you have information about your customers. You won’t know your customer until you know that the information you have about them is accurate.
What are our design possibilities?
Now is the time to get creative. Design can make the difference. List all the fun ideas you believe will make your mail campaign more interesting and relevant. During brainstorming, do not scratch anything off the list. Just compile all the ideas you feel will enhance your program and whittle them down later.
What are we missing?
There is always something lurking in the backs of our minds that we may have forgotten. Make sure to take the time to scan your brain and try to determine if something is missing. That’s what “think tanks” are for.
What are our competitors doing?
You can always sign up for the mailing and email lists of your competitors, using a fictitious name. Keeping tabs on what your competitors are doing, can help you shape your own mail strategy. You can avoid their weaknesses and exploit their strengths.
What resources do we need?
Many times you will not have everything you need at your fingertips. Create a list of all of the external resources available to you. That way you will have a quick reference of the external resources that can help to assure you the greatest degree of success.
Do we need help from outside of our organization?
Most organizations are not able to execute a successful mailing campaign without outside help. Make sure you have trusted partners who can effectively provide all of the elements you need to complete and deliver your project on time.
All mail campaigns are not created equal! Nor do all campaigns yield your desired results. It is of paramount importance that you continually critique and monitor your return on investment. You must build on the positive and tweak the elements of the campaign that is not working for you. The only good campaign is a campaign that provides you with the results that you desire!
Are you ready to get started? We have the solutions!