Читать книгу Direct Mail in the Digital Age - Lin Grensing-Pophal - Страница 30

We’ve already talked about the importance of well-developed direct mail objectives in terms of allowing you to determine whether or not you’ve achieved success and to ensure that two or more independent observers can reach the same conclusion based on the way the objectives have been stated. That is very important.

Equally if not more important is the role that objectives play in helping to provide a framework or point of reference for all the planning activities and steps that will be undertaken to develop and implement your direct mail campaign. Your objectives will serve as a guide or checkpoint as you create your offer, select lists, develop copy and design, and deploy your campaign. At each point along the way you should ask:

• Does this activity or decision support our stated objective?

• Is this activity or decision likely to help us achieve our stated objective?

If the answers are “no,” the activity should be modified or the decision changed.

Once you have your goals and objectives established, the next step in developing your direct mail campaign is to consider your target audience or audiences. As you’ll see, the more specific and precise you can be about your target audience, the better you’ll be able to make effective list choices (a critical part of direct mail marketing) and create communications aimed at achieving the results you want.