Let’s imagine that you are looking afresh at your marketing campaigns, or maybe wanting to try something new. Or even coming to direct marketing for the first time.

Where to start?

I want to make two suggestions.

First, take a list that is likely to do well and mail just a small percentage of that list to see how many replies you get. How many you need to mail depends on the profit you make per sale, but if you want me to go through the calculations with you, I am happy to – just give me a call.

Second, I would take the email list of past clients, and email them with an offer.

My point here is that if these promotions don’t work, then there is no point running the campaign, and one needs to re-think the advert. You are using the best responding approaches (straight direct mail to potential new customers, and email to existing customers).

This may seem fairly obvious, and yet most firms don’t use either of these approaches, and so if any campaign fails to make the grade they don’t really know what to do next.

If you don’t have your own list of customers and interested parties’ email addresses, or you don’t have a mechanism for emailing them, then please do give me a call on 01536 399 013. No obligation, I am happy to have a chat through with any of the issues.

If you would like to see costs relating to building your own email list from those people who click on your emails to go onto your web site, as well as those who call and enquire, please do take a look at http://www.emails.gs/ownlists.html

Tony Attwood