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Successful Direct Mail Marketing Campaigns 

Our professional practice clients, in the Greater Toronto Area, often ask us how to maximize the success of firm brochure direct mail marketing. 

Employing strategic marketing principles to development of your direct mail marketing plan will enable its success.

The following are the steps involved in planning a direct mail campaign founded on strategic marketing principles:

1. Define your objectives:
   Identify how you plan to gauge the success of this initiative. Will it be deemed a success because of the number of new inquiries, the resulting sales revenue or improved loyalty? Ensure that you are able to measure results so that you can use them to plan future marketing strategies.
   

2. Project your Return On Investment (ROI): 
   Projecting your ROI, using an ROI calculator such as the one below, will inform you as to how profitable your direct mail marketing plan is expected to be. 

3. Identify your target market:
   The success of your mailing is highly dependent on how targeted your mailing list is. Define your target market and build a database of prospective clients, or patients, that suit this criterion. 

4. Select a vehicle:
   E-mail and snail mail are both appropriate vehicles for a direct marketing campaign. 
   Pros and cons to consider as you select your mailing vehicle are: 
   How open your target industry is to receiving promotional material.
   How available an e-mail list or mailing list is. 
   Requesting permission to distribute promotional e-mail. 
   Addressing e-mail spam control mechanisms.
   The cost savings an e-mail campaign delivers on printing.

5. Determine the contents of your mailer:
   Customize contents to ensure that they are relevant to, and focused on, your prospective client or patient. 
   Consider including: 
   A personalized letter that communicates the purpose of the mailer as well as knowledge about the recipient’s unique needs. 
   Targeted promotional material, such as a firm brochure, that efficiently delivers impact.

6. Develop the contents of your mailer:
   A well-designed firm brochure will, in just a few seconds, deliver:
   Clear and concise key messages. 
   An attention grabbing and emotional connection with the reader. 
   A compelling offer that solves a problem for the prospective client or patient.
   A powerful call to action. 

7. Develop a follow up strategy:
   The success of a firm brochure direct mail campaign can be maximized with follow up calls and repeat mailings. 

What can a marketing consulting firm contribute to the direct mail marketing strategy for your Greater Toronto practice? 

At Bekhor Management in Toronto, we will enable you to maximize the return on your brochure mailing by addressing how to:

• Reach prospective clients, or patients efficiently

• Effectively communicate an informative and relevant message 

• Articulate the unique value your practice offers

• Connect with prospective clients, or patients, through meaningful values 
  

Contact us by email or by telephone at (416) 969-9600 for an initial consultation without fee or obligation, if you are professional in Toronto or the Greater Toronto Area (GTA) and are interested in building a better practice.