Three rules for a successful direct mail campaign
November 17, 2014
Here are three rules to follow to make your direct mail campaign a success, according to PBHS, the website and marketing services provider endorsed by ADA Business Resources:
- Select your mailing list: Define your audience by selecting demographic constraints that are applicable to your target market. For example, age of targeted patients, household revenue and geography. Legally purchase your list from a reputable source. The more careful you are in analyzing your direct mail lists, the better your chance for success.
- Deliver a clear message: A direct mail campaign should visually engage your audience and create an emotional response within a few seconds. State a clear message, incentivize your patient and promote a call to action which will drive the patient to contact you easily and quickly — offer, suggest, encourage and evoke a response.
- Design is the key: Let a professional designer help you select images, fonts, colors and layouts that best reflect your practice brand in a consistent manner. Visually engaging campaigns create a feeling of trust and encourage the audience to take action. Support your campaign with tools, such as analytics, scannable QR Codes, call tracking and contact forms to better understand your return on investment.
PBHS is available to assist ADA members with any aspect of dental practice marketing.
For a limited time, PBHS is offering a free Prospective Patient Database List, up to a $300 value, to help jumpstart a direct mail campaign.
For more information, call 1-800-WEB-4ADA or visit pbhs.com/ada.