Here are some easy rules to avoid costly mistakes. Employ them before you mail. Then do it again after you mail.
Before you mail, be sure you plan the back end of your campaign. Train and script your call center. Set up the urls or landing pages you will be using for response, design your order or reply form. Then make the toll free call, fill out the reply and get it to your data entry team, click on the url link, double check that everything works perfectly. Now is the time to make sure each method of response is easy to use, as fool proof as possible, and captures consistent data on your responders. Then put yourself and other key people in your company on the seed list. ( It helps if those other people are not all at the same address or even in the same cities or states.)
Once you mail, become your own customer. Track the date you receive the mailing. Respond again. Make sure that between you and the other seed names you use all the response vehicles. If your offer requires a purchase, then buy. If your offer is to ask for more information, then ask for it. Track your fulfillment. Did the product arrive in a timely fashion? How was the quality of customer service on the phones or on the website? Log everything. This is an especially crucial step if you are testing a new offer or program. But it’s also critical to repeat these steps even with long-running programs to ensure consistent delivery, dependable response channels, ease of response and quality of follow through. The devil is in the details, so continue to be your own customer and make sure you are treated the way you want your customers treated.
