![]() Identify Which Format Performs Best For Your Industry We can note that we have returned 6 pages of results, most of which look relevant to our purposes. Choose both “controls” and “grand controls” to make sure we are only looking at long-running campaigns that have likely generated the greatest amount of success. The first step we would take would be to search in WMW! for “lawn care.” We want to narrow our search to proven campaigns. ![]() To filter your search for controls and grand controls, simply choose these options from the Direct Mail Filters section: If you are looking for the highest performing campaigns, you can examine “grand controls” which are those which have been running for several years and therefore likely have continually generated a successful return. WMW! has identified these types of campaigns with “controls” and “grand controls” indicators.Īs we discussed in our introduction, “controls” are campaigns that have been used more than once with repeated success, typically over several months. ![]() You can safely assume that companies only tend to re-run the exact campaign if it has returned positive results in the past. One of the best ways of determining whether or not an existing campaign has been successful is if it has been run more than once. If you are not already a member, you can sign up for a free trial membership here. WMW! enables you to search through past campaigns that other companies have run, many of whom may be directly within your niche. We can look at several past campaigns to see what has worked for other companies so as to avoid the expense of trial and error. As a general rule, If something has been done before and has been successful, as we mentioned earlier, there’s no reason we should reinvent the wheel. With our idea in mind, we will use WMW! to find others who have run similar campaigns. We are willing to provide an introductory discount to new customers with the hope that they will eventually become regulars with our landscaping business. The goal of our direct mail campaign will be to attract new customers. This company provides landscaping services, including lawn mowing, landscape grooming, and gardening pest control. We’ll assume we have a company named Acme Gardening. This will help guide you as you design your campaign.įor demonstration purposes, let’s build a sample campaign. What are your goals? Are you trying to find new leads? Are you attempting to increase sales of a specific item? Are you trying to get new members to sign up for your service? Is this a pitch to existing customers or is it an attempt to get new ones? Be as specific as possible. Define Your Goal…What Is Your Measurement of Success?īefore you even begin creating your campaign, an important first step is to define what success looks like. This should help you design a high-performing direct mail template strategy that will produce the greatest return on your advertising investment. Who’s Mailing What! provides insights into what has made existing campaigns work. ![]() ![]() The good news is that, Who’s Mailing What! provides shortcuts to make it a lot easier to understand what has worked for others so that we can learn from their research. Unfortunately, this can be an expensive process, reserved for organizations with the largest budgets. We try different offers, different designs, maybe make tweaks using A/B testing, and eventually wind up with something that works. Of course, we need to start somewhere, so typically we will try and create a template for our campaigns, and then try many different changes. Even better are grand controls, which are campaigns that have been demonstrated to perform consistently year after year. By control we mean a direct mail campaign that performs well over time, month after month. One way of doing this is to search for controls. However, the reality is that we would do much better if we had some sort of measurement for identifying what has worked previously. We often begin our campaigns based on a gut feeling about what we know works and what doesn’t. Direct mail marketers are constantly trying to find a surefire way to know which campaigns work and which have less-than-stellar results. ![]()
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