Tips for mailings that hit the target

Above-average response and associated above-average donations were the resutlat of the successful DM campaign for Médecins Sans Frontières (MSF).DM campaigns have no room for interpretation. Effort and return can be measured and calculated, and the result is the CpO, (costs per order), the cost per order or lead generated. The total costs of a campaign are divided by the number of responses. The result is the key figure CpO, which provides information about the success or failure of a campaign. the direct Mail Company, which is based in Basel and focuses on direct mail (unaddressed advertising mail), delivers impressive figures. For example, that over 3.2 million people relevant to advertising use Directs at least once a week. Directs users are an interesting target group, who mainly live in multi-person households, are householders and are very open to advertising. According to MA Strategy Consumer 2014, 82% of all Directs users are householders.401 Furthermore, the 2015 WEMF study on the usage qualities of Directs revealed that regular users of Directs primarily obtain information on current offers and promotions.20% of recipients compare the promotions in different brochures and 20% even keep the printed materials for the entire promotion period. The average viewing time for Directs is 15 minutes. A time span that screen-based advertising can actually only achieve with a quarter-hour video.Tips from the expertMK asked the business manager Brian Hemmi, of Walter Schmid AG, Dübendorf, how a successful DM campaign can be planned from his point of view.The DM professional has compiled the most important points of a DM campaign from his point of view. These wisdoms are not new, they have been valid for decades. Nevertheless, campaigns are started again and again, in which decisive components are missing in the process. But even adhering to all the points cannot guarantee the perfect campaign, but the probability of success grows with every point that those responsible for the campaign adhere to.

1. addresses

"One of the most important points for a successful mailing is the quality of the addresses. A mailing can be presented by all the rules of art and the offer can be extremely tempting - if the target group is not right, you will not be successful."

2. target group analysis

"In order to gain the full attention of your target audience, you need to know who their target audience is, what they are interested in, and what their needs are. Talk to an address broker - it's worth it."

3rd offer

"Once the target group has been defined and the needs clarified, the focus is on the offer. The success of the mailing depends on the benefits and attractiveness of the offer you want to make to potential customers.Remember - buying decisions are made on an emotional and not a rational level. If you know the marital status, age or personal preferences, you can use individually controlled laser texts to build a bridge to the customer's emotional world and thus remove any inhibitions."

4. red thread

"Make sure that communication is a common thread throughout the mailing and that all questions the reader may have are answered. Any question that is not answered or is answered inconsistently can lead to rejection of the offer.Write simply and understandably. Make your sentences short. Underline the most important passages. Choose a font that can still be read without a magnifying glass. If possible, adjust the font size to the target audience. Put the strongest argument once again in the P.S. and always remember, pictures speak louder than words. Be sure to choose images in the context of the message and the offer."

5. incentives

"A "treat" can increase returns! Hardly anyone can resist the urge to open an envelope that contains more than "just" paper. Especially in the case of interchangeable market services, the amplifier can tip the scales. If your mailing is primarily intended to generate orders, a gift for quick responders or a raffle with attractive prizes may be an option. If you want to increase awareness, a promotional item with a logo imprint will provide the desired memo effect. Merchandise samples and coupons are ideal for publicizing new products and generating initial purchases."

6. formal mailing concept

"There are practically no limits to the formal design and creativity in the development of mailing concepts. Almost anything is possible, from three-dimensional mailings and various envelope shapes to individual personalization of images and text and the application of a fragrance. Rather, the advantages of dialog marketing must be exploited to the full in terms of the campaign's impact targets and thus lead to success.Thick mail gets attentionIn contrast to thick air, the term "thick mail" has a positive connotation and above all arouses curiosity. In a thin envelope, there is usually only room for a letter or an invoice. Our brain immediately switches to the "not interesting" state and the eye moves on to things that create more attention.Baumer AG in Islikon has succeeded in attracting attention with a BoxMail for the non-profit organization Médecins Sans Frontières (MSF).MSF was founded forty years ago by a handful of French doctors and journalists with the aim of providing humanitarian services in crisis areas. The main goal is to save lives and alleviate suffering with respect for the dignity of each individual.Generate donations with a small first aid kitMSF is dependent on donations. So existing and potential donors are contacted. The BoxMail was used to attract attention. The enclosed letter documented the work with current success stories - combined with the call for a donation with the enclosed payment slip. As an incentive for a payment and as a thank you, a small first aid kit was enclosed. The give-away served a triple purpose:1. The thickness of the mailing attracted attention2. The giveaway was considered practical and useful3. The set has a long-term effect and always reminds people of MSFAmplifiers are the decoration of a direct marketing campaign. They make the "cake" really attractive, arouse attention and curiosity.To score with promotional mailings, it is crucial to generate attention. Recipients must be put in a positive mood so that the offer tailored to you can take effect. A successful campaign can be planned, but success does not necessarily materialize. Preliminary tests with different versions reduce the risk of a flop. In the age of digital printing, the cost of test runs is affordable and worthwhile in any case.Author: Heinz Urben