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Checklist

This document provides a checklist of steps to consider when planning a direct mail campaign. It outlines key details like determining target lists and contacts, clearly defining the offer and benefits, crafting a focused message, including a call to action, testing the message, explaining products or services if needed, including a reply mechanism, providing offer details, coupon details if used, offering incentives, ensuring easy contact options, specifying payment details, using a professional yet personal tone, writing from the customer perspective, considering a postscript, and removing unnecessary information. Attention to all these details is important to avoid simple errors that could reduce effectiveness.

Uploaded by

Amir Abdul Jaya
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
12 views

Checklist

This document provides a checklist of steps to consider when planning a direct mail campaign. It outlines key details like determining target lists and contacts, clearly defining the offer and benefits, crafting a focused message, including a call to action, testing the message, explaining products or services if needed, including a reply mechanism, providing offer details, coupon details if used, offering incentives, ensuring easy contact options, specifying payment details, using a professional yet personal tone, writing from the customer perspective, considering a postscript, and removing unnecessary information. Attention to all these details is important to avoid simple errors that could reduce effectiveness.

Uploaded by

Amir Abdul Jaya
Copyright
© Attribution Non-Commercial (BY-NC)
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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When you¶re planning a direct mail campaign you must always pay great attention to details because a
simple error can cost you a lot once it¶s in the mail! So no matter how many pieces you will be sending
out, you still need to go through the same basic steps to create your direct mail campaign and get it
delivered. This checklist offers some general guidance.

1. Determine which lists you will be using, how many contacts you are targeting, with labels or not,
personally addressed or not. Etc
2. Clearly define your offer by pointing out all benefits, key features, etc
3. Craft your message so that it is as focused as possible
4. Clearly stated the offer in the headline
5. Make sure your offer is tempting and includes a call to action
6. Test your message with co=workers and friends to be sure that prospects will grab the offering in
five seconds
7. If you product/service needs explanation, letters can be a great way to educate potential
customers
8. Include a reply mechanism to get customers feedback
9. Include all details of your offer on the raply card
10. If using a coupon, make sure your company¶s address is on the coupon
11. Try to offer something for ³free´, such as a ³free trial´, ³free brouchure´, ³free gift´, etc
12. Try to use customer reviews, reference to prizes your company won, ISO, etc
13. Ensure that customers can easily reach you
14. Make sure the customer knows how to pay for your product/service (Credit cards or invoicing
after delivery are proven to have best response rates)
15. Use a personal but professional tone
16. Ensure that your message is written from the customers perspective
17. Adding a ³P.S.´ can be a good idea if you are sending letters (The ³P.S.´ statement often gets
read before the message itself)
18. Cut all superfluous stuff

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