How not to do direct mail – part 2


Chantal

About 18 months ago, we got in touch with a company that sells mailing lists, to see if they could provide us with useful contacts for one of our clients. At the time, we had a lady called Lisa working with us.

Recently we received a letter from the mailing list company, with words and phrases like ‘Targeted’, ‘Focused’ and ‘Up to Date’ printed all over the envelope. It was addressed to Lisa; she moved to a different job over a year ago!

If a huge mailing house, that specialises in selling business data, can’t get it right, who can?! How difficult is it to keep in touch with your clients and prospects, to check that their details are up to date? How much money could you save by updating information before putting large envelopes in the post?

Before the digital age, I was a big fan of direct mail. I used it a great deal during the first couple of years of my business, to find new clients. I looked up marketing and PR companies online and then called them, to ask for the name of the best person to send information to. I posted them a letter and a leaflet, none of which ever came back with ‘not known at this address’ on them. Then I made more phone calls to arrange appointments. On the limited budget of a start up business, it worked really well. I had the time to do the research and saved a lot of money by getting the correct details. Some people I spoke to didn’t need my help, which saved me from sending them anything in the first place.

Direct mail still works if you do it properly. Spend time doing some research before you put pen to paper (or fingers to keyboard!) and you won’t fill up your letterbox (or inbox) with returns. Instead, you’ll get to speak to people who are interested and want to work with you.

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