The List
The list is your audience. It’s the people who will receive your brochure, watch your ad, read your blog, or see your video. In the old days, this was an actual list, often printed out on labels, with names of magazine subscribers, or phone numbers. Now, it can be e-newsletter subscribers, people who clicked on a Google ad, Twitter followers, or RSS feed subscribers to a blog.
The Offer
What your audience gets by responding, and how much it costs. You don’t have to offer a sale or a discount. It can be a free report on email click through rates, an efficiency review, or a Web site makeover for $399.
The Creative
What the promotion says, what it looks like, and how it’s delivered. This once meant envelopes, on paper, with letters and postcards. Now, it can be a Squidoo lens, an email, or a landing page.
Regardless of the delivery system, and whether the campaign is on paper or electronic, the principles are the same.
*Send to the right people about issues that are relevant to them (don’t talk to teenagers about denture adhesives).
*Offer something that they want. (those teenagers might not want denture adhesives, but senior citizens might like a free sample)
*Talk to your audience in terms they understand. Be conversational. Go online for younger people, but send those denture samples through the mail.
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I really believe that the key is that you don’t spam people with your direct mail campaign. Send your offer to only those people who want to learn about your company and products. If not, then you risk being another piece of junk mail/spam.
Greg, you’re absolutely right. Sending to the wrong list not only annoys people, it also wastes money on printing and postage and reduces your return.