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Perhaps you’re interested in direct marketing and want to try it out, but you’re working with a limited budget and experience. You turn to ClearMarket to help you get started. How will it work?

1. Assess Your Marketplace
   ClearMarket’s Guide (in the Direct Market Manager) asks a series of questions that reveal a profile of your ideal customer—this information is critical to planning the first direct mail campaign.
   
   Accessing ClearMarket’s Direct Market Manager (DMM), you can locate these potential customers through the Guide and Google Earth visualizations. Of course, if you need help getting started, our customer service staff will consult with you by phone or e-mail. Soon, however, you’ll find that the ClearMarket DMM is easy to navigate.
   
   
2. Position your product or service to appeal to that marketplace.
   You know your business better than anyone—if you haven’t already determined your unique selling position (USP), do so now. You can turn to some of the ClearMarket-recommended online resources for ideas.
   
   
3. Devise Your Approach
   So you’ve determined your goals and potential customers. You’ve mapped out your initial target market. You know your USP, and you may have even spent some time inputting your existing client base into ClearMarket’s CMS. Now it’s time to organize your first campaign.
   
   After selecting a template for a postcard, letter, or flyer that best suits your campaign parameters, you’ll compose simple, earnest text that positions your product or service and communicates a clear offer. As a ClearMarket client, you’ll be taking a systematic approach.
   
   Let’s say you decide to offer a special after-hours sale. Instead of sending out one card, you’ll actually print two versions—Card A will print the invitation to the after-hours sale. You’ll alter the wording slightly on Card B, perhaps having people “Call now for a free quote.” Recipients of Card A will bring in the card to the after-hours sale, whereas recipients of card B will call your 800 number. The two different offers will allow you to easily and clearly track the results and compare which mailing performs best. The best one will act as a “control.” You’ll compare the results of future mailings against the most successful card.
   
   Once you approve the proofs of Cards A and B, ClearMarket will have them printed and in the mail within 24-48 hours.
   
   
4. Response-tracking and Analysis
   The results of your first mailing start to roll in as customers act on your offers.
   
   When you log-in to the DMM, you’ll be able to track responses and record new contact information in ClearMarket’s Contact Management System (CMS). You’ll also analyze those results and categorize new customers to get a clear picture of what worked—and what didn’t—so that you can improve your next mailing.
   
   As you become more confident with the tools, you’ll learn how to study reports and maps on the Campaign Tracking page that give you an overall view of your progress.
   
   At first, ClearMarket staff will be on hand to help you access this essential information. Soon you’ll feel like a pro, managing all of your own direct mail campaigns with confidence.
   
   Keeping the first mailings small and affordable, you begin to learn who’s responding and why. Altering each mailing and comparing results against your initial “control,” you steadily zero in on your target market.
   
   Step by step, mailing after mailing, you use ClearMarket’s resources to pinpoint your ideal customer. Each offer is fine-tuned by adapting the headline, tweaking the design, or selecting a different geographic segment using Google Earth.
   
   
5. Predictably Make Money
   Now that you’ve used short, small runs to find your potential customer, you can devote more of your marketing resources to a bigger mailing. You know who they are and what they respond to. Using ClearMarket’s CMS, you can manage your business with contact information and follow up with new customers.
   
   
6. Continually Test to Maximize Your Investment
   Your direct marketing plan doesn’t end with your biggest mailing—it’s an ongoing process. By this point, you’ll have seen for yourself how ClearMarket’s approach to direct marketing resulted in your company’s growth.
   
   Continue sending out material that deepens relationships with your existing customer base or seeks out new clients. Follow the same approach for every campaign to generate predictable results over time.
   
   

ClearMarket is here to partner with you, providing affordable tools that contribute to your company’s ongoing growth and success.