Direct and list marketing tips



Your campaign


1. Analyse your current database for meaningful trends which will assist with your targeting.


2. Before renting any list, compile and trial a small list of your own to identify what does and doesn't work.


3. Budget allowing, trial more than one mail piece/offer/list and measure which performs best.


4. The offer must focus on the benefits your product or service posses for your prospective client.


5. Implement measures to help track the responses.


6. Your mail piece needs to capture attention, maintain interest, create desire and include a strong call to action.


7. If you can make the same point with less words then do.


8. Take into account school/public holidays, peak buying times and your own capacity to respond to enquiries.


9. Ensure your mail piece contains an opt-out clause for people those wishing not to hear from you.


10. Have realistic expectations, if this is your first campaign it will be the toughest so learn as much as you can.













The process


1. You provide details on your targeting requirements and campaign objectives.


2. I will contact those list suppliers who have the data you require.


3. I will provide a summary for your analysis and following your feedback provide a recommendation.


4. I will provide a quote.


5. If you decide to proceed I will send a list rental or purchase agreement outlining selections, pricing and conditions of use.


6. You read, sign and fax this back along with your direct marketing piece for list owner approval.


7. For first time or international clients payment is required at this point.


8. Once the campaign is approved the order is placed the list emailed within 24 to 48 hours.





1. Use a font and typeface suited to your target audience.


2. When using images make sure they are captioned - ideally reinforcing a key benefit.


3. Make sure your offer stands out and is not buried in a sea of text.


4. Use a P.S with a benefit oriented statement, the P.S is the second most read item of a mail piece behind the headline.


5. Make sure you include a strong call to action, an early bird discount is an example of this.


6. Try to keep paragraphs to two or three lines maximum, if you can say the same thing with fewer words do.


7. Avoid the over-use of capitalisation. This indicates shouting so use it sparingly.


8. Make sure you include all contact details on your mail piece along with your opt-out clause.


9. If you have the budget send two separate mail pieces to track which performs best.















Email campaign


1. Your email must contain your full contact details and a functioning opt-out clause. In most cases our email list provider will have the opt-out clause already part of their template.


2. Consider the best time of day and day of the week for your offer. Generally Monday morning and Friday afternoons are to be avoided.


3. Keep your subject line under 10 words as long subject lines can be chopped short in people's browsers.


4. Keep your email to under 100kb as some list owner won't allow anything over this size.


5. Submit your email in HTML format, do not plan on sending attachments as list owners will not send them.


6. Rather than linking your email to your homepage, you are better off linking through to a designated landing page on your site.


7. Keep your message brief and focus on the benefits your product or services brings to the recipient.

















SMS campaign


1. Make sure your message is under 127 characters.


2. Nominate a day of the week and time of day most appropriate for your target market.


3. Consider as a follow-up to an email or a TVC sent just after it goes to air.



Telemarketing campaign


1. If this is a residential list or Government sector list it must be washed against the Do Not Call Register. It is also recommended that business lists are washed.


2. Make sure you are well versed in the applicable telemarketing laws relating to calling days/times and other requirements.


3. Never aim to mislead, use a heavy handed tactics or speak over the person. Always treat the person answering the phone with the utmost respect.


4. Provide an option to receive a newsletter or be contacted at a later stage should this person be interested but not in a position to order.


5. If the call is to follow-up a letter, aim to make the call within one to two weeks of the mail-out.
















Fax campaign


1. Aim to consolidate your message onto one page.


2. Test your fax to see how it will appear in black and white (the way most people will see it).


3. Include your full contact details and make sure your fax contains an opt-out clause.


4. Specify a preferred time of day for your fax to be sent.


5. Make sure your offer is clear and focuses on the benefits your product or service brings this person or company.





1. Place yourself on numerous mailing and email lists in order to receive more direct marketing. This will be an excellent source of ideas and help you determine what works and what doesn't.


2. While the aim of a direct marketing campaign is to grow your business, it also offers an opportunity to improve your skill set. Convincing a prospect that they are better off by responding to your offer is not easy. Those who do this well are extremely valuable to any organisation.


3. Testing different lists, offers, creative and design elements are all crucial but many companies overlook this. Those who test the various elements give themselves a far greater chance of getting the right mix and achieving solid results.


4. Measurement is one of the key benefits on offer with direct marketing. Having said this many companies don't pay enough attention to it and fail to capture the full impact of the campaign when conducting the analysis. Make sure your staff ask all new enquirers how they found you, if your website asks how they found you make sure your campaign is one of the options and be sure to incorporate codes on your mail piece so you can trace the mailing list used.


5. You will learn more from a failed campaign than a successful one. Don't be afraid to fail and don't take failure to heart, make sure you learn the key lessons and attack your next campaign with vigor.


6. The recipient of your letter, call, fax, sms or email owes you nothing. Never forget this person is doing you a favour by giving you a few seconds or minutes of their time so treat them with the respect they deserve.

















Regulatory issues


Mailing & Fax data


All mailing lists Remington Direct represents comply with the Federal Privacy Legislation. The legislation does not require people to have 'opt-in' to receive offers but does state all offers sent must contain an 'opt out' clause (i.e. Should you no longer wish to receive mail from Company XYZ phone 1234 5678). Once a person makes such a request, by law your must honour this. The same applies with fax marketing.


Fax numbers can appear on the Do Not Call Register so all fax broadcasts much remove DNCR listed fax numbers before proceeding.


Privacy Act 1988


Telemarketing data


Consumer lists and Government lists must be washed against the Do Not Call Register. Remington Direct also recommends washing business phone lists as well due to thousands of businesses illegally registering. It is technically against the law to call a business on the Do Not Call Register (even though it was set up for residential phone numbers).


DNCR Website


Email & SMS data


All email and SMS lists Remington Direct represent comply with the Federal Privacy Legislation and the 2004 SPAM act. The law states the person must have 'opt-in' to receive third party offers and that your email or SMS contains an 'opt-out' clause as with mailing data.


Practical Guide to the SPAM Act (ACMA Website)

Images should be relevant, not just 'nice to look at'.

There are many variables at play with your campaign.

Knowing your target market is crucial.

Regulatory compliance is a non-negotiable.

Your recipient owes you nothing.

Thanks! Message sent.