The benefits of direct mailing
Direct-mailing, or mailing, is one of the most popular and effective methods of promotion of goods and services. It allows maximum coverage of target audience at minimum cost. It can help present your company in front of potential clients, to tell them the news, to get feedback about the quality of service, to congratulate on holidays, etc.
Other key advantages of direct distribution include:
- high selectivity of the contacts with the target audience;
- the ability to personalize advertising, which allows us to distinguish advertising from General advertising stream;
- the lack of temporal and spatial framework for distribution.
The compilation of the database for distribution
The success of direct mailing depends on the correct contact with the target audience. That is the actual ' target audience and make up a database for mailings. For consumer markets, the base usually consists of a number of regular customers who agreed to receive information from the seller. At the same time to carry out a mass mailing (or send spam to all and Sundry) is not worth it. It may have a negative impact on the reputation of the company and, in the case of customer complaints, lead to fines from regulatory bodies. Moreover, the radial distribution has a lower efficiency than a thought-out targeted mailings.
In industrial markets it is not always possible to establish a circle of regular customers, sometimes the specifics of the traded goods is such that one company acquires them once. The same applies in relation to innovative products. Therefore, the database can include contact potential customers - for example, construction or oil companies.
When selling any goods or services it is important to send a letter to the person who makes decisions about the sale, the sale of advertising - responsible for marketing and PR. ' these professionals not always available in the public domain, and sending emails on a shared mailbox can lead to the fact that the letter never reaches the recipient and will not be considered. Therefore, the step of sending letters is often preceded by "cold calls" to clarify the contact data of the necessary experts.
Server for mailing
Another point that must be considered, - where will be sending. Mail servers have restrictions on outgoing email. So, for Gmail limit is 100 emails per day, for Mail.ru - 120 sent emails. Thus, the free email services are not suitable for serious mailing. Corporate addresses limitations on the number of letters set by the provider. When continuing distribution costs to acquire your own mail server.
How to make mailing more efficient
To improve the efficiency of mailing should clearly define its purpose. This will not only maximize coverage of the target audience, but also to save advertising budget.
An important aspect of targeted advertising is its design, which will not only create a positive image of the company, but also to attract the attention of the addressee.
Of course, also important is the letter itself. The first thing you should pay attention to the subject. It should be intriguing, to arouse the user's curiosity and desire to open the letter. The theme should be short and capacious, to contain the highlight and underline the uniqueness of the proposal.
The body of the email is divided into several working parts. Initially there is a reference to the user. It is desirable that it was personal, because it is the confidence of the recipient. The letter itself should not be heavily blurred, overloaded with information. It should give clear answers to the questions: who is speaking, for what reason and what offers. Complete the email contacts of the sender.
The letter should end with the link going to the page of the company website. In the body needs to survive intrigue, to interest the user to visit the website.