Your Mailshot Checklist

Mailshots are a great way to communicate and engage with your existing and prospect customers and can be an effective way to promote your business. However getting it right can be tricky as it is important to get the right tone of voice and come up with a message that will appeal to your target audience.

Here at Fingertips Typing we have a team of highly skilled and knowledgeable marketing professionals who know a great deal about Mailshots both email and postal. They have put together a checklist of what to do to ensure your campaigns are successful.

Mailshot Checklist

  1. Know your objective – It is extremely important to clarify the objective of the email or mailshot. What are your goals? Are you collecting leads, driving traffic to your website, making direct sales or providing information?
  2. Know your target audience – Are you communicating with new or existing customers? what do they already know about your business and products, what are their needs, and what objections might they have?
  3. Segmentation – It maybe appropriate to segment your customer base if you have identified different groups of customers. A segmented and targeted approach, whilst time consuming is more likely to boost your results and maximise return on investment.
  4. Personalisation – It may sound simple but by using the customers name in the communication or their businesses name can really help reach out to your customers, but it is important to check that your database is accurate and up to date, I am sure we have all received at some point a letter or email with the wrong name in it!
  5. Data cleanse – Before you hit send make sure that your mail list data is accurate and up to date. This will ensure you are communicating with the correct people.
  6. Grab their attention – Produce a headline and an opening sentence which will encourage the reader to read on.
  7. Back up your claims – If you have a fantastic offer for your product or service then quash those objections immediately by providing facts to back up your claims. Even better include a case study link or customer testimonial, nothing says more than a customer that things your product or service is fantastic!
  8. Keep it short and sharp – Remember to use short sentences as people tend to skim read and keep everything clear, simple and to the point.
  9. Call to action – Know what you want your readers to do next and make it easy.
  10. Proof read – Remember to proof read your mail shot, check spelling and grammar and test out any links that you may have on there (if it’s an email campaign). Get some colleagues to check too as you may become word blind if you have been working on the content for a while.

If you feel that you need help with your mailshot campaigns or would like to do one but haven’t got the time, then we can help. Contact our team at: info@fingertipstyping.co.uk

 

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How to maintain a customer database?

Your customer database is extremely important after all your customers are the lifeblood of your business.

Keeping a customer database is a really helpful tool allowing you to; identify customer trends, create customer loyalty and increase their customer communication.

Failing to keep your information up to date, you could mean that you are throwing money down the drain by attempting to reach people whose details have changed.

Here are our top tips on how to create and maintain your database in order to get the most out of it.

  • Mandatory fields – Ensure that the most important information are set as mandatory: like name, email address, phone numbers, and address. This will ensure that you have complete information
  • Updating your Database – Under the Data Protection Act, you are legally responsible for ensuring that any data you store is accurate and up to date To keep your data up to date, regularly ask customers if their data has changed from that which you already have, the cleaner the data the more accurate it will be
  • Backup Your Information – Any computerised database needs to be backed up daily or twice weekly. Keep these backups in a safe place so that if your computer crashes the information can be easily reloaded.
  • Ensure your marketing campaigns are linked to your database – This is extremely important as any emails that bounce can be linked back to your customers data and help you cleanse it. It can also provide you with insight into what your customers are responding to, which email campaigns have worked and what they are interested in. All extremely useful information to help you maintain and good relationship with them
  • Avoid duplicate contacts– Email addresses are unique so one way to avoid entering duplicate contacts is by comparing the email addresses. If there is more than one entry for a particular contact there is the possibility that neither file contains complete info, yet contains info the other file may not.  It is good practice to always merge the duplicate files, rather than deleting one and not the other.  This will allow you to compare the information in both files and fill in the gaps, rather than potentially losing important information

Summary:

Now we have given you the basics to keeping your data updated and consistent. Maintaining a good quality database with accurate customer information in takes time, so it is worthwhile putting a great deal of time and effort into it as it will pay dividends in the end. If you follow our tips you will most definitely avoid running into problems, remember a little time and attention can go a long way!

If you would like support on maintaining your database then please speak to us here at Fingertips Typing Services on 0845 300 5245 or email us at info@fingertipstyping.co.uk