If you are taking some time over the Christmas holidays to plan your 2011 marketing campaigns, then Selectabase offer a range of free tools to help you.

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When planning your direct marketing campaign, make sure you identify all the resources you will need to make it happen.

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Whatever you decide as the goal for your campaign, you need to turn your aspiration into language your market will understand and respond to.

• Research or analyse your existing customers to try and identify what made them buy, or what common features they share.
• Make a list of the features of your offering, and turn each one into a benefit that will appeal to the target audience.
• Look at your competitors, sign up to their databases and see what they mail to you.
• Avoid negative language in your mailing. Use key buzz phrases, but don’t overuse them.

Every direct marketing campaign needs to have a goal or objective against which results can be compared.

To help set your campaign goals you can research typical response rates for your sector or industry, or gather data on any previous mailings to set a benchmark.

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