Every direct marketing campaign needs to have a goal or objective against which results can be compared.
To help set your campaign goals you can research typical response rates for your sector or industry, or gather data on any previous mailings to set a benchmark.
Your goals might just be sales based. Or they might include driving visitors to your website, generating enquiries for your sales team, encouraging previous customers to get back in touch, generating word of mouth referrals and so on. Make sure you set realistic goals for your campaign though, which are actually achievable.
Include in your goals some financial objectives like the average anticipated profit from each conversion, cost of the campaign and a cost per ‘000 sent, conversions needed to break even, and so on.
Identify your target market in as detail as possible. If possible categorise your target segment as much as you can – technology allows you to send different messages to different sub groups.
Turn all of this into a simple one page plan for your campaign.
For help selecting your target audience call Selectabase on 01304 383838.
