14 Tips on how to maximize your roi with direct mail marketing

#1: Have a plan. The critical first step. Know what you want to accomplish, who you are going to target, and how you are going to stand out.

#2: Know the first step in your transaction process — and then focus on it. Common first steps: Come to my store; go to my website; attend a seminar; download an app; generate sales leads; generate referrals.

#3: Consider Response Goals. There is no typical response rate! Ask yourself, What response do I need?

#4: Know how much money you can spend to obtain a customer. Ten percent of gross profit over a 3-year period is a guide.

#5: Focus on the cost per new customer; this is your key KPI. Don't become distracted by other metrics, like the cost per piece or the response rate.

#6: Understand your market. Know precisely who you are targeting, and their interests.

#7: Have a budget. Get the best program you can for the budget you have to spend.

#8: Profile your customer list. When you understand your customers better, your prospecting becomes easier. Your best prospects will look like your best customers. TEAM Tip: Depending on your target market, consider targeting new movers, new homeowners and pre-mover files - These people spend!

#9: Use imagery to attract attention. People are overwhelmed with marketing messages. You must rise above the noise!

#10: Don't stop sending emails. Combine email blasts with direct mail drop dates.

#11: Match digital ads to postal. Extend your direct mail campaign through targeted digital advertising.

#12: Use postal retargeting. More productive than email follow-up.

#13: Test, test, test! Test formats, lists, offers and images.

#14: Track results. This is made easy with TEAM Concept Printing’s exclusive TEAMMail+ which utilizes the power of omni-channel marketing tools. Learn more about TEAMMail+ here.