BUILDING A LIST
How to Boost the Profitability of Your Mailing
If you're not sure the wording in your letter will bring in the most orders or sales leads, a copy test can help you decide.
Prepare two competing mailings with the only difference between them being the copy approach. Let your market determine the winner, then you can get on with your mailing.
- Select your suppliers with great care.
- In selecting direct mail professionals look for proven past performance, flexibility, the personal chemistry between you, and whether they can help you save money and make your mailing more effective.
- Ask your suppliers to recommend other suppliers. Always try to expand your list of potential suppliers.
- Get estimates in advance of costs and time scheduling
- Don't automatically choose the lowest bidder. Factor in proven reliability when you make your choice.
- Set up a realistic timetable for the entire job. Use your supplier's deadline dates as a starting point. Try to allow three to four months for your mailing, from start to finish.
- Get paper samples from your printer, and order paper early.
- Make as many corrections as possible in the draft stage... That will save you a lot of time and money later on.
- Keep in close contact with your suppliers throughout the process. Call them frequently and tell them to alert you to any problems as soon as possible.
- Have backup suppliers. Always be ready in case one of your suppliers cannot do what they said they would do.
- Afterward, analyze what went right and what went wrong. This is the beginning of the planning for your next mailing.
- Trust your professionals, and expect a professional job. Respect their abilities and experience, but be firm in holding them to their commitments.