Generate more leads and sales from public body budget holders
Technological advances have seen email and social media marketing rise to prominence in recent years.
But marketers are more recently seeing a resurgence in the popularity of direct mail marketing campaigns.
A direct mail campaign can provide significant returns and build your company’s credibility in the minds of these important buyers.
The DMA recently reported that 57% of direct mail communications are opened.
This is an impressive metric when compared to the 21.33% average open rate of email marketing messages, as analysed by MailChimp .
Our team share their approach to generating the maximum return on your investment in marketing to the Government and local authorities.
Define your audience
Procurement within any public sector organisation tends to be founded on trust.
For the most part, these contracts will go to those businesses considered “trusted suppliers” – relationships earned over time.
Contacts within a public sector body will be most interested in giving an opportunity to suppliers that know their needs well.
More Than Words‘ mailing list includes personal information for over 250,000 budget holders and influencers.
This can form the basis of your research.
For the greatest success, you should segment your list according to the specific needs of each local authority or public function.
You can group contacts by characteristics including:
- job title,
- purchasing responsibilities, and
- organisation size.
Personalise your message
As mentioned previously, relationships are fundamental to winning contracts within this sector – “hard sell” tactics don’t work in this market.
Buyers want to work with companies that demonstrate industry knowledge, innovation and an interest in working with their organisation specifically.
Personalisation greatly improves the response and open rates for your direct mail communication, and it’s easy to do.
Using your segmented list, you can take your standard direct mail message and alter it to address the motivations of each sub-group.
Write persuasive content
The final goal of any direct marketing campaign is to persuade recipients to take a specific, measurable course of action.
To do this, your direct mail message must include three basic elements:
- a call to action,
- enough information to persuade the recipient to perform the desired action, and
- clear instructions on how they can respond.
A call to action (CTA) tells your recipient the desired course of action you want them to take after opening your mail.
This could be anything from making a purchase to calling your business or booking a consultation.
Remember, accessibility is important, so clear instructions are necessary to ensure that your targets carry out this action.
Make your marketing strategy measurable
Direct mail is not as easily measurable as digital marketing.
Nevertheless, successfully optimising your direct mail campaign relies on having measurable goals.
Decide what your objectives are for each campaign, then keep track of every customer action taken so that you can make adjustments and refine your strategy over time.
Record when visitors respond to your CTA via offer codes or a campaign-specific landing page or tailored URL.
Please call us, email us, or fill out the contact form and let us know what you want to achieve with the public sector mailing lists you purchase from us.
We’re open during office hours between Monday and Friday.
We’re available on 0330 010 8300 or you can email our mailing lists team by clicking here .