Marketing - Mail Shot

BnB

I am putting together a (snail) mail shot at the minute. We have done a good few in the past but am not sure as to how successful they have been.

I am going to run about 4 or 5 different campaigns between now and Christmas and I want to try and get it right.

The mail shot is for a business to business service. The service is very specialised, and the people I will be sending it to will be hand picked as potential users of this service.

In this first run, I will be sending about 200 letters. They will be to a mix of

• Existing Customers
• Existing Contacts (People who haven't bough off us, but with whom we have been in touch in some way)
• Cold - Companies who I have no previous contact with

For the "cold" companies, I will be getting someone to ring in advance to try and get a name for me to send it to. If I don't get that, it will be to "Dear EHS Manager"

For the letter itself, I have been reading up on a number of templates on the Web today and I have come up with the following layout...

1 - What is the Customers problem that I am hoping to solve....
2 - Emphasise the problem with an examples...
3 - Why is my company so well qualified to solve this for you....
4 - Specifically what do we do. - Outline our service
5 - Make an offer - abcdefg for €1500
6 - Additional Benefits of my company - As well as sorting out abc.... we'll also look at 123
7 - What must the customer do - Ring this number - E-mail here...

I'd appreciate any comments on any of the above - Experiences of running similar campaigns in the past

denis_pf

Hi BNB,
Well done on getting out there and chasing up on business.
I often create lead generation campaigns and your right in trying to get the name of the person you need. Everything you have looks correct.
just ask yourself the following questions;

1. What do I do? what the company sells , its unique selling points, what your good at and why people should buy and choose me over my competition

2. Customer profile: type of people you are targeting and communicate correctly to them. use LinkedIn to get names of people in companies

3. Create good marketing content- This is what you are looking for by your email.

Be honest in your letter. Tell them who you are, why you are contacting them, Why they should look at your services

Include a testimonial to show them you have succeeded in the past and talk more about how you can help them rather than how great you are.

Finally give them a call to action.

It may be to get them on your website. If so, create a landing page unique to the service or product you are offering. This page should answer all the above points and you can track the number of people who went to the page from Google analytics's.

Call to action may be a phone number or that you will contact them in a few days.

Also think about giving them a time frame for an offer so they will consider your product for example if there is a discount if they buy before 1st of October

Best of luck and let us know on here how it went
Regards
Denis

MrPicante

Maybe this is nothing new but here is a blog on email marketing and increasing open rates. Most of these things are common sense but important all the same. I wrote this so open to any other suggestions - http://webdesignagency.ie/digital-marketing/