Reaching your target audience

It can also be a particularly effective way of communicating with existing client, but it is important to be mindful of GDPR and make sure that you have the correct permissions to do so. For each person on your database you should record:

• If they have opted into or out of mailings
• A response code for each mailing so that you can see how well it has done
• A notes section for comments about each enquiry.

Pros
• It is easy to monitor whether the campaign has worked
• Each piece can be personalised which can make it more effective
• The format makes it easier to communicate more complex messages.

Cons
• You need to consider Data Protection and possible consider professional advice
• Success is dependent on the quality of your lists
• You are dependent on mail distributors delivering on time.

Email

An email can be treated as an online version of direct mail in that you can send a targeted message to a specific group of people. Email campaigns can take the form of simple e-shots or more detailed newsletters and there are a variety of platforms to help organise, send and monitor your email campaigns, including MailChimp, Dotmailer, Campaign Monitor, Pure 360 etc. These platforms will usually design your campaign so that it automatically resizes to fit the device that it’s being viewed on.

Pros
• Cost effective method of reaching your target audience on a regular basis
• Opportunity to personalise communications
• Easy to track and evaluate responses

Cons
• You must obtain permission before you email someone
• Easy to delete without reading
• Difficult to stand out, so investing in content is important.

Leaflets and door drops

Leafleting and door drops are a popular marketing method for small businesses that want to grow awareness in the local area. The coverage of a campaign can be tailored to scale, from one house or one street to every house in the country.

Pros
• Easy to reach a broad, diverse audience
• Opportunity to communicate more complex messages or promote a larger range of services
• Can be accomplished relatively cheaply.

Cons
• Your audience may find your communication a nuisance and this could reflect badly on your brand
• Door drops can be popular, particularly in some areas, so you could have a lot of competition for your audience’s attention.

Compliance is an important consideration for any promotion you undertake for your business and you should ensure that you understand and apply the relevant rules in the Mortgage Conduct of Business sourcebook. It’s recommended that you seek professional advice to ensure your promotions are compliant. If you are a member of a network or mortgage club, they may be able to offer help or guidance.

Next time we will look at the most effective way to use PR and how it could help to grow your business.