{"id":4970,"date":"2017-09-05T11:10:29","date_gmt":"2017-09-05T15:10:29","guid":{"rendered":"http:\/\/digitalmainstreet.ca\/?p=4970"},"modified":"2017-10-30T13:49:23","modified_gmt":"2017-10-30T17:49:23","slug":"planning-direct-mail-campaign-six-simple-steps","status":"publish","type":"post","link":"https:\/\/digitalmainstreet.ca\/fr\/planning-direct-mail-campaign-six-simple-steps\/","title":{"rendered":"Planning your direct mail campaign in six simple steps"},"content":{"rendered":"
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While businesses may be returning to direct mail, the research shows that customers never left. According to a 2015 study, 85% of consumers will open a piece of mail if it looks interesting. Compared to industry benchmarks for e-mail engagement of 27.1%<\/a>, it\u2019s easy to see why marketers are returning to the mailbox.<\/p>\n

READ ALSO: Small business survival tips for staff vacations<\/a><\/strong><\/p>\n

While it\u2019s proven that direct mail engages, you\u2019ll want to ensure your message is well targeted in order to get the best use of your marketing spend. In order to do this, you must first define your audience, and then find out where they live.<\/p>\n

Here are some simple steps to make sure you\u2019re planning an effective, well-targeted campaign.<\/p>\n

Follow the 40\/40\/20 guideline.<\/h4>\n

A good rule of thumb to follow is to spend 40% of your time finding the customers who are most likely to respond to an offer, 40% on developing a strong offer and 20% on making a connection through creative design and messaging.<\/p>\n

Stay on target<\/h4>\n

Free services let you identify the right audience for a direct marketing effort, including the right demographics, geographic area and social and behavioural patterns of customers most likely to respond. Statistics Canada, for example, offers a database of high-quality information online at no charge.<\/p>\n

Interested in reading more from Canada Post?<\/strong>\u00a0Visit the\u00a0Canada Post Shipping Solutions Blog\u00a0<\/a>\u00a0for more articles to help you operate your e-commerce business more effectively.\u00a0\u00a0\u00a0<\/p>\n

Search for your audience<\/h4>\n

Google Trends<\/a> offers information on the most popular searches on a geographic basis. Are Google users in one area of Canada submitting more queries about non-scented soaps than floral varieties? Trucks over compact cars? Google will tell you that free of charge.<\/p>\n

Develop a strong offer<\/h4>\n

It\u2019s not enough to say you\u2019re the best, even if you are. You need to offer people something that\u2019ll give them a reason to hold onto your message. Are you offering: something new; a limited time offer; a coupon; a sale; a sample; or a free trial? Deliver a successful and relevant call to action that sets an offer apart from those of competitors.<\/p>\n

Burger King\u2019s fresh approach to direct mail increases gross profit on coupons by 40%<\/a><\/p>\n

Make it eye-catching, but not overwhelming<\/h4>\n

This is the fun part. Create a design that stands out, but doesn\u2019t overshadow your offer (remember, this is the most important part of the piece). Not a designer? Don\u2019t worry! Chances are you know someone who can help, and if not, there are plenty of services like Snap Admail\u2122<\/a> that offer free templates to assist with design and completed designs can be instantly turned into print orders. Another option, Jukebox<\/a> is a Canadian printer with an in-browser design platform and templates that let you to create and print your own flyers.<\/p>\n

Special Offer:\u00a0Launch a marketing campaign in 10 minutes or less all online with Canada Post Snap Admail. Target, Design & Print in three easy steps.<\/a><\/strong><\/p>\n

Deploy with confidence<\/h4>\n

Once you have a good sense of where your campaign will be the most effective, as well as what it\u2019ll look like, you\u2019re ready to mail. Mailing services can take care of the distribution process for you, or you can do it yourself and take advantage of Canada Post\u2019s online services<\/a>, which make this step easy for small businesses.<\/p>\n

Measuring Success<\/h4>\n

The success of a direct mail marketing effort can be simply expressed in terms of costs against increased sales. But simple doesn\u2019t always tell the whole story. Are marketing efforts helping to push brand awareness, nudge a customer along the sales funnel, or convert casual customers into lifelong clients? Did you learn something important about your audience by testing the success of one offer against another? Decide which results are most valuable to you and set a target. Once the campaign is finished, analyse how close you came to your goal. Try using a unique coupon code or URL so you can attribute leads and sales to the direct mail piece that you mailed.<\/p>\n

Armed with the right information and tools, there\u2019s no reason why a small brand can\u2019t use direct mail marketing to project its marketing reach like a large one.<\/p>\n

Like what you\u2019ve read? Cliquez ici <\/a>to check out the original post and other related articles.<\/p>\n

Ready to launch your next campaign? Join the Canada Post Solutions for Small BusinessTM<\/sup> program for free<\/a> and get access to our easy, online tools.<\/p>\n

READ MORE: How Sweet Flour Bake Shop sends direct mail with pinpoint precision<\/a><\/strong><\/p>\n<\/div>\n<\/article>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"

While businesses may be returning to direct mail, the research shows that customers never left. According to a 2015 study, 85% of consumers will open a piece of mail if it looks interesting. Compared to industry benchmarks for e-mail engagement of 27.1%, it\u2019s easy to see why marketers are returning to the mailbox. READ ALSO: […]<\/p>\n","protected":false},"author":1654,"featured_media":4995,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[545],"class_list":["post-4970","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-marketing"],"acf":[],"yoast_head":"\nPlanning your direct mail campaign in six simple steps - Digital Main Street<\/title>\n<meta name=\"description\" content=\"Small biz have a variety of options to promote, and many are re-discovering the affordability, effectiveness through direct mail marketing\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digitalmainstreet.ca\/fr\/planning-direct-mail-campaign-six-simple-steps\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Planning your direct mail campaign in six simple steps\" \/>\n<meta property=\"og:description\" content=\"Small biz have a variety of options to promote, and many are re-discovering the affordability, effectiveness through direct mail marketing\" \/>\n<meta property=\"og:url\" content=\"https:\/\/digitalmainstreet.ca\/fr\/planning-direct-mail-campaign-six-simple-steps\/\" \/>\n<meta property=\"og:site_name\" content=\"Digital Main Street\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DigitalMainStreet\/\" \/>\n<meta property=\"article:published_time\" content=\"2017-09-05T15:10:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-10-30T17:49:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/digitalmainstreet.ca\/wp-content\/uploads\/2017\/07\/MC-3505_6stepsSmallBusinessPlan_header.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"594\" \/>\n\t<meta property=\"og:image:height\" content=\"172\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Canada Post\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@digital_mainst\" \/>\n<meta name=\"twitter:site\" content=\"@digital_mainst\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Canada Post\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimation du temps de lecture\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/digitalmainstreet.ca\\\/planning-direct-mail-campaign-six-simple-steps\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/digitalmainstreet.ca\\\/planning-direct-mail-campaign-six-simple-steps\\\/\"},\"author\":{\"name\":\"Canada Post\",\"@id\":\"https:\\\/\\\/digitalmainstreet.ca\\\/#\\\/schema\\\/person\\\/69bc7fc975dd3993fd4aa5a735186eb7\"},\"headline\":\"Planning your direct mail campaign in six simple steps\",\"datePublished\":\"2017-09-05T15:10:29+00:00\",\"dateModified\":\"2017-10-30T17:49:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/digitalmainstreet.ca\\\/planning-direct-mail-campaign-six-simple-steps\\\/\"},\"wordCount\":770,\"publisher\":{\"@id\":\"https:\\\/\\\/digitalmainstreet.ca\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/digitalmainstreet.ca\\\/planning-direct-mail-campaign-six-simple-steps\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/digitalmainstreet.ca\\\/wp-content\\\/uploads\\\/2017\\\/07\\\/MC-3505_6stepsSmallBusinessPlan_header.jpg\",\"keywords\":[\"Marketing\"],\"articleSection\":[\"Uncategorized\"],\"inLanguage\":\"fr-CA\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/digitalmainstreet.ca\\\/planning-direct-mail-campaign-six-simple-steps\\\/\",\"url\":\"https:\\\/\\\/digitalmainstreet.ca\\\/planning-direct-mail-campaign-six-simple-steps\\\/\",\"name\":\"Planning your direct mail campaign in six simple steps - 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