How should you follow up on direct mail advertising?

The best way to follow up on direct mail advertising is suggested as the creation of a timeline, which can be used to better facilitate the process and responses.

Direct mailing is considered one of the most precarious forms of advertising. The main reason for this is that this form of marketing does not work with all target markets. Therefore, before a company opts to make use of direct mail advertising as the primary method of attracting customers, it is advisable that it understands its clientele. Thereafter, the company can decide whether direct mailing is a viable marketing avenue.

Should the company decide that direct mailing is a viable marketing avenue, it is important to understand that there needs to be a development of a follow-up plan to follow the leads generated. One of the most popular of those strategies is the creation of a timeline. The timeline provides the person responsible for following up with the necessary tools to better manage the process.

The timeline should first note when the direct mail was sent. Thereafter, one should wait a day before sending a follow-up email. The follow-up email will function as a tactic to either confirm receipt of the initial email or alert the person of the email. Thereafter, one waits an average of three working days before following up with a telephonic call. The process is then repeated with a week’s break in-between.

This strategy is advisable for businesses looking to establish lasting relationships, rather than become a nuisance. There are other factors to consider when sending the emails and making the telephonic calls. Firstly, the tone of the email must match that of whomever will make the call to the client, this showcases cohesion and consistency. Additionally, the email should ideally be personalised. If the email sounds like a standard email, the reader is less inclined to participate or engage with it.