Talkback: Keeping your message out of the bin

The volume of information people are bombarded with on a daily basis makes it imperative that your direct marketing message stands out. The amount of material dispatched to the recycling bin or junk mail folder before it gets read would depress many marketers.

Every piece of communication you send will either increase or decrease the reader's desire to receive future communications from you. Recipients have the choice to either read your communication or scrap it. This split-second decision is often based on impressions left by information they have previously received from you and how useful or relevant it was to them.

Saving you time

With today's customer relationship management (CRM) applications, such as Microsoft Dynamics CRM, the task of managing a direct mail campaign has now been simplified. This means that time can be spent focusing on more important elements, such as who will get the piece, when it will be sent and what content it will contain.

Accurate information

In order to have any real impact, the correct message needs to go to the correct person. A customer receiving a re-directed or wrongly addressed envelope or email containing your marketing message may not feel that you value their loyalty.

Therefore, a fundamental key to any successful direct mail strategy is having an accurate customer database. This may mean putting in place some "in-house" policies around who has access to the database, who signs off the communication and how often it is updated.

Design the message

Most CRM solutions allow companies to differentiate their customers and prospects by size, location and sales history. However, many businesses continue to tailor their communications according to broad criteria such as "customers" or "prospects".

Marketing communications can range from an individualised message, such as a birthday card, to a general product announcement or newsletter. Content, therefore, needs to be well thought-out and one approach does not necessarily fit all needs. Spending time designing relevant messages can really enhance the effect of your communication.

Communicating with customers and prospects helps improve your relationship with them. With a little bit of effort, it will get easier to deliver relevant and effective marketing communications to your customers.

* John Biggs is the managing director Complete Solutions, a customer relationship management specialist. www.completesolutions.co.nz