Be clear about the objectives of your direct mail campaign

Your primary objective for any direct mail campaign is to make sure it is profitable. Only do it if you expect to gain more in business than you have spent on the campaign.

After that, your objectives will depend on the type of mailshot you are doing. Remember the four key types and their aims:

• Existing customers – to sell additional products or services to them
• Existing customers – to keep in touch to retain them as customers
• Non-customers – as a lead generation exercise
• Non-customers – aiming for a sale

By being clear about your objectives and what you want to achieve, you will be more realistic about your expectations.

If your campaign is directed to non-customers you have to bear in mind that they probably do not know you and do not know why they should buy from you. You need to put more effort in to convert them. Remember, your objective here is to get new business – not to make a fortune.

As for existing customers, if your offer is appealing you will tend to get a much better response. Indeed this is something you should definitely be doing. If you are not the chances are you are losing out! Whether you are offering them a discount on a new purchase, or just thanking them with a small gift for their previous custom, keep in touch so that you stay on their radar.