The Marketing/Sales Manager should identify and list direct mail objectives in column one of the Direct Mail Planning Worksheet Template. The Marketing Manager should establish specific, measurable direct mail objectives (e.g., how many pieces to mail, how much sales volume the piece will stimulate). The Marketing/Sales Manager should list messages/offers the company wants to convey in column two of MT1040-1 DIRECT MAIL PLANNING WORKSHEET.
The Marketing/Sales Manager should identify and list the target market for each message/offer in column three. The Marketing/Sales Manager should identify direct mail strategies that will help the company meet its objective(s) for each target market and list those strategies in column four of the Direct Mail Planning Worksheet Template. When deciding on strategies and a direct mail schedule, the Marketing Manager should take into account internal and external forces that affect DM responses; for example:
- New products or product upgrades planned for release in the coming sales cycle;
- Company events – anniversaries, opening new locations, etc.;
- Holidays and observances; and
- Competitors’ activities.