Every piece you send should be able to tell you what it brought back.
Gully Sales runs addressed campaigns end to end: the list, the offer, the piece itself, the response device printed on it, and a report that ties every reply and every rupee back to the batch that produced it.
- One list, cleaned and dated, so you post to people who still exist.
- Every batch carries its own code, so replies can be traced to it.
- A control group each round, so you learn what the offer actually did.
Gully Sales Private Limited helps businesses across India build the marketing and sales systems that turn campaigns into enquiries.
In one paragraph
What is Direct Marketing Services for Indian Businesses?
Direct marketing is addressed, offer-led marketing: you choose named people from your own data, make them a specific offer, and give each piece a response device you can count. Gully Sales builds the list, writes the offer and the creative, plans production and dispatch, sets up response capture, and reports responses and cost per response against a control group.
The problem
You hold thousands of customer records and no way to speak to them.
Your customer data sits in an accounts export, a few spreadsheets, a drawer of visiting cards and the sales team's phones. Once a year somebody prints a brochure or a festival mailer and sends it to whoever is on hand. A few calls come in. Nobody can say whether they came from the mailer, from a hoarding, or from a customer who was going to call anyway. So the next campaign gets decided the same way, on a feeling that something should be sent.
You will recognise it as
- Your customer data sits in three places and nobody is sure which version is current.
- The last mailer went to the whole list, because filtering it looked like more work than printing it.
- The piece you posted carried your main office number, so replies to it look like every other call.
- Telecallers work from a list nobody has cleaned, so half the day goes into wrong and unreachable numbers.
- Ask what the last campaign cost per enquiry and the answer is the total spend, and nothing else.
- Regular customers get the same letter as people who have never bought, and both offers land wrong.
What it costs the business
- Printing and postage are paid for the full list, including addresses that moved years ago, so part of the budget buys returns.
- Good customers hear from you at the same rate as cold names, so the people most likely to buy again get no particular reason to.
- Because replies cannot be traced, the campaign that worked and the campaign that failed look identical in the accounts, and both get repeated.
- The sales team stops trusting campaign leads, and follow-up slows until the enquiry has gone cold.
Why it persists. Direct marketing looks like a printing job, so it is treated as one: get a design, take quotes, get it posted. The parts that decide the result have no obvious owner — who is on the list, what the offer asks the reader to do, and how the reply is captured. The data sits with accounts, the design sits with a vendor, and the phone sits with the sales team. Nobody is responsible for the loop that joins them, so nobody can close it.
If it stays unresolved. The database keeps ageing while the people in it keep buying from somebody who does contact them. Each round costs the same and teaches nothing, so direct marketing gets written off as expensive. Meanwhile the one audience you own outright, your own customer list, stays unused while you pay again to reach strangers.
What changes
Every batch you send comes back with a number attached.
In the first weeks
- One consolidated, de-duplicated list with addresses, contacts and consent status marked and dated.
- A written campaign brief: the objective, the audience selected, the offer and the response device.
- The piece itself, produced and ready for dispatch, with its response codes already assigned.
In how the work runs
- A dispatch and calling schedule your team can run without waiting for a decision each week.
- Replies captured in one place, with the source batch recorded on every record.
- A follow-up rule for each type of response, so nothing waits for somebody to notice it.
In sales and marketing
- Cost per response and cost per qualified enquiry, batch by batch, instead of one campaign total.
- The offers and audiences that responded, kept as a record you can mail against next time.
- Repeat and reactivation orders traced to the batch that prompted them.
In what management can see
- One campaign report, with the held-back control group shown beside the mailed group.
- Response, undelivered and refusal counts shown separately, not merged into a single figure.
Over the longer term
- A customer database that improves with every round instead of decaying.
- A tested library of offers, formats and audiences that belongs to you.
Gully Sales controls the list, the offer, the creative, the dispatch plan, the response capture and the reporting. What follows from them — response rate, enquiries, orders — also depends on your product, price and market, so we measure honestly and change one variable at a time.
Who it is for
This suits businesses that already have people worth writing to.
The businesses it suits
- Businesses holding a customer or dealer database that has never been used for a planned campaign.
- Manufacturers and distributors whose buyers are named, listed and reachable by post or phone.
- Clinics, institutions and service businesses with a local catchment they can address directly.
- Brands sending catalogues, price lists or product mailers to a trade audience.
- Teams that want a campaign they can measure and repeat, not a one-off print run.
- Owners who want their own list working harder before they spend more on new audiences.
What usually prompts the call
- You are about to print a mailer or catalogue and have no plan for handling the replies.
- A telecalling team is starting work and there is no list, script or offer ready for them.
- Advertising costs have risen and your own database is the cheapest audience left.
- You are entering a new territory and need to reach a named list of dealers or buyers.
- A mailer went out last season and nobody can say what it produced.
What Gully Sales does
The work, component by component.
Campaign objective and baseline
We agree what this campaign has to produce — enquiries, appointments, reorders, dealer sign-ups or footfall — and what the current level is before anything is sent. Every later decision, from list size to offer, is made against that number.
- Why it matters:
- Without a stated objective and a starting figure, a campaign can only be judged by how it looked, and every round restarts the same argument.
- You receive:
- A one-page campaign brief with the objective, the baseline and the measure of success.
- Business value:
- You know before spending what the campaign is for and how you will judge it afterwards.
Audience selection and list hygiene
We consolidate records from accounts software, spreadsheets, CRM and the sales team's own contacts, remove duplicates, correct addresses and phone formats, mark consent and preference status, then select the segment this campaign should reach.
- Why it matters:
- A campaign posted to a stale list pays full production and postage for people who cannot receive it, and the result then says nothing about the offer.
- You receive:
- A cleaned, de-duplicated master list plus a dated selection file for this campaign.
- Business value:
- You stop paying to reach people who moved, closed or already bought, and the cleaned list stays yours.
The offer
We define what the reader is asked to do and why now: a trial, a site visit, a sample, a price list, an audit, a dealer scheme or a limited quantity. The offer is written per segment, so a lapsed customer and a first-time buyer are not asked the same thing.
- Why it matters:
- Response comes from the offer far more than from the design. A handsome piece with nothing to reply to gets read and put down.
- You receive:
- An offer set per segment, with wording, terms and validity written out.
- Business value:
- The reader has a specific reason to act, and you can test one offer against another next round.
Channel plan
We decide which addressable channels carry the campaign and in what order — posted mailer, courier insert, catalogue, telecalling, a message follow-up, a field drop — and how the pieces reinforce each other over a few weeks.
- Why it matters:
- A single touch on one channel is a lottery. A planned sequence gives the same person more than one chance to reply.
- You receive:
- A channel and contact sequence, with timing and volumes for each batch.
- Business value:
- Your budget goes into a sequence with a chance of being noticed, not one send that has to work first time.
Creative and copy
We write and design the piece: the envelope or opening line, the letter or script, the proof, the offer block and the reply instruction. Formats stay practical — letters, postcards, catalogues, dealer kits, calling scripts — and the language matches the audience, including regional languages where they are read.
- Why it matters:
- Most pieces fail in the first three seconds, or ask for a reply in a way that makes replying inconvenient.
- You receive:
- Print-ready artwork and copy for each piece, plus calling scripts and objection notes.
- Business value:
- The reader understands the offer without effort and knows exactly how to respond.
Production, media and dispatch
We specify paper, sizes and quantities, gather comparable quotes from printers and dispatch partners, plan the postage or courier route, and schedule batches so replies arrive at a rate your team can answer.
- Why it matters:
- An entire list dispatched on one day produces a flood of calls nobody answers, and then silence.
- You receive:
- A production specification, a compared quote sheet and a dated dispatch schedule by batch.
- Business value:
- You know the cost of each piece before committing, and replies arrive at a pace you can serve.
Response path and handling
Every piece carries its own way to reply — a dedicated number, a QR code, a short link, a coupon code or a numbered reply slip — and every reply lands in one place with its batch recorded. We agree who answers, in what time, and what is said.
- Why it matters:
- A reply that is not captured with its source becomes an ordinary enquiry, and the campaign becomes unmeasurable at the moment it works.
- You receive:
- Coded response devices, a capture form or CRM fields, and a written response-handling routine.
- Business value:
- You can tell which batch, offer and audience produced each enquiry, and no reply is lost in the rush.
Testing, reporting and the next round
We hold back a control group, split the mailed list into cells that differ by one variable, then report response, undelivered, cost per response and what happened to each responder. Whatever wins is carried into the next round.
- Why it matters:
- Without a control and a single changed variable, you cannot separate what your campaign did from what the season did.
- You receive:
- A campaign report per batch, with cell comparison, control comparison and a recommendation.
- Business value:
- Each round costs about the same as the last and teaches you something the last one could not.
What you will have at the end.
- A campaign brief stating the objective, audience, offer and the baseline being measured against.
- A consolidated, de-duplicated customer and prospect list with consent and preference status marked.
- The dated selection file for each batch, so any dispatch can be reconstructed months later.
- Offer wording per segment, with terms, validity and the reason to respond now.
- Print-ready artwork and copy for every piece in the campaign.
- Telecalling scripts, objection notes and a call disposition list.
- A production specification with quantities, materials and a compared set of vendor quotes.
- A dated dispatch and calling schedule, batched to match your capacity to answer.
- Coded response devices: dedicated numbers, QR codes, short links, coupon codes or reply slips.
- A response-handling routine naming who replies, in what time and with what answer.
- A campaign report per batch with control comparison, and a sample or anonymised extract of each piece.
How it runs
The engagement, step by step.
- 1
Objective, baseline and scope
We sit with you to agree what the campaign must produce, over what period and for which part of the business. We record the current level of enquiries or reorders so there is something to compare against, and confirm the budget envelope and the volumes it allows.
- You provide:
- Access to a decision maker, last year's enquiry or order figures, and the budget range.
- We produce:
- A written campaign brief with objective, baseline, audience, budget and the measure of success.
- Done when:
- You have signed off what this campaign is for and how it will be judged.
- 2
Data consolidation and list build
We collect every record you hold — accounts software, spreadsheets, CRM exports, visiting cards, dealer registers — merge them, remove duplicates, standardise addresses and numbers, mark consent and do-not-contact status, and flag records needing verification before dispatch.
- You provide:
- Exports from your systems, and one person who can confirm which records are current.
- We produce:
- A cleaned master list, a selection file for this campaign, and a written note of what is missing.
- Done when:
- You own a list you can post to and call, with its gaps written down.
- 3
Offer and creative development
We write the offer for each segment, then design and write the pieces around it: opening, body, proof, offer block and reply instruction. Calling scripts come from the same offer, so the mailer and the caller say the same thing to the same person.
- You provide:
- Product and pricing facts, approval on the offer terms, and brand assets if they exist.
- We produce:
- Approved copy and artwork for each piece, plus calling scripts and objection notes.
- Done when:
- Every piece and every script carries the same offer and the same way to respond.
- 4
Production and dispatch planning
We specify materials and quantities, gather and compare vendor quotes, plan the postage or courier route, and split the list into dated batches so replies arrive at a rate your team can answer.
- You provide:
- Approval on the quote and the schedule, and confirmation of who will answer replies.
- We produce:
- A production specification, a compared quote sheet and a dated batch dispatch plan.
- Done when:
- Costs are known, vendors are booked and the calendar is fixed before printing starts.
- 5
Response capture set-up
We assign a coded response device to each batch and cell, set up the number, link, form or coupon, connect replies to one record sheet or to your CRM, and write the routine for who answers, how quickly and what they say.
- You provide:
- A phone line or extension, CRM access if you have one, and the team who will handle replies.
- We produce:
- Working response devices, a capture sheet or CRM fields, and a written handling routine.
- Done when:
- A reply from any piece lands in one place with its batch and cell recorded.
- 6
Launch with a control cell
The first batches go out, with part of the audience deliberately held back as a control and the mailed audience split into cells that differ by one variable, usually the offer or the format. We watch replies daily and hold the remaining volume until the pattern is clear.
- You provide:
- Availability of the people answering replies through the first week.
- We produce:
- Dispatch confirmation, daily response counts and an early read on which cell is working.
- Done when:
- The campaign is live, replies are arriving coded, and nothing has been sent blind.
- 7
Read, report and re-mail
At the end of the measurement period we report response, undelivered, cost per response and cost per qualified enquiry, cell by cell and against the control. We then recommend what the next round should keep, change or drop, and update the list with everything the campaign learned.
- You provide:
- Outcomes from your side: which replies became enquiries, orders or visits.
- We produce:
- A campaign report with cell comparison, an updated list, and a plan for the next round.
- Done when:
- You know what the money bought, and the next campaign starts from evidence.
Ways to work with us
Choose how much of the campaign you want to run yourself.
One campaign, end to end
We take a single campaign from objective to report: list, offer, creative, production, dispatch, response capture and the read at the end. Suitable when you want to see the method work once before committing further.
Direct marketing calendar
A rolling programme across the year: a campaign calendar, batches by season and segment, and a report after each round, so the list and the offer library keep improving as the year goes on.
List and offer diagnostic
A short engagement on the two things that decide response. We consolidate and assess your data, then design and test an offer set. You take the output to your own print vendor or agency.
Build and hand over
We build the campaign, the response routine and the reporting sheet, train your team to run the next round, and stay available for review. Suitable when you have the people but not the method.
Why Gully Sales
What you are actually choosing when you choose us.
Your list is treated as an asset, not a mailing input.
Everything we merge, clean, verify and code stays with you in a form you can use again, whichever vendor or agency you work with next. The database is often worth more after the campaign than the campaign itself.
Nothing goes out without a way to count the reply.
Every batch, cell and piece carries its own response device before printing begins, so measurement is built into the campaign rather than reconstructed from memory two months later.
We plan the reply, not only the send.
Who answers, how quickly and what they say is agreed and written down before dispatch, because a campaign that produces calls nobody answers is worse than one that produces none.
One team across marketing and sales.
Gully Sales works on the sales side too, so the campaign is sized to what your sales team can actually follow up, and the handover of a response is part of the plan rather than an afterthought.
Costs are visible before you commit.
Production, postage and data costs are quoted separately from our fee and approved by you, so you can see what it costs to place one piece in one buyer's hand before the print order goes out.
Where it applies
The same service, in different businesses.
Industrial manufacturing
- The situation:
- A manufacturer has supplied hundreds of plants over fifteen years, but the sales team only calls the twenty accounts they remember.
- How it applies:
- We rebuild the buyer list from invoice records, segment it by product and last purchase, and post a coded reorder and upgrade offer with telecalling follow-up.
- Likely benefit:
- Dormant accounts get a specific reason to reorder, and every reply is traced back to the segment it came from.
Building materials and hardware
- The situation:
- A brand sells through dealers and counter staff, and its catalogue reaches only the dealers a field officer manages to visit.
- How it applies:
- We mail a coded catalogue and scheme letter to the full dealer list, with a reply slip and a dedicated number for placing an indent.
- Likely benefit:
- Dealers outside the field officer's route can order, and scheme uptake becomes countable by territory.
Healthcare clinics
- The situation:
- A clinic holds years of patient records and has no planned way to remind people about reviews or annual checks.
- How it applies:
- We design a consented recall programme: a letter or card when a review falls due, a dedicated appointment number, and a clear opt-out on every piece.
- Likely benefit:
- Patients due for review are reminded properly, and appointments booked can be traced to the recall batch.
Real estate
- The situation:
- A developer buys fresh leads every month while a list of past site visitors sits untouched in a spreadsheet.
- How it applies:
- We select visitors by project and stage, post a coded update with a specific reason to revisit, and route each reply straight to the sales desk with its source attached.
- Likely benefit:
- Enquiries come from people who have already seen the property, usually at a lower cost per enquiry than fresh advertising.
Education and training
- The situation:
- An institute reprints the same brochure every admission season and posts it to whoever enquired last year.
- How it applies:
- We split the enquirer list by course and year, write a different offer for each, and code every piece so counsellors know which mailing the caller received.
- Likely benefit:
- Counsellors open the call knowing what the caller was sent, and the institute learns which course offer pulls.
Agriculture inputs
- The situation:
- A seed and inputs company sells through a dealer network and reaches farmers only at village meetings before the season.
- How it applies:
- We run an addressed campaign to a verified farmer and dealer list, with a regional-language leaflet, a coupon code and a helpline number on every piece.
- Likely benefit:
- Demand is created before the buying window, and coupon redemptions show which villages and which offers responded.
Questions buyers ask
Before you enquire, the answers you will want.
What information do you need from us to start?
Whatever customer data you hold, in whatever state it is in: accounts software exports, spreadsheets, CRM records, dealer registers, even visiting cards. Beyond that we need your product and pricing facts, the offer terms you are willing to approve, and one person who can confirm which records are current. Nothing needs tidying before you send it. Merging and cleaning that data is part of the work, and the gaps we find are reported back to you.
How much of our team's time does this take?
Most of the effort falls in the first two weeks: pulling data exports, answering questions about products and customers, and approving the offer and the artwork. Expect a few hours a week from an owner or marketing head at that stage. After dispatch the demand moves to whoever answers replies, which is exactly why we batch the sending to match the number of calls your team can handle in a day.
How long does a direct marketing campaign take?
That depends on the state of your data and the format you choose, and we will not quote a fixed calendar before seeing either. The sequence is always the same: agree the objective, clean and select the list, write the offer and creative, produce and dispatch in batches, then read the response over the following weeks. Data work is usually the longest step, and printing schedules set the pace of the rest.
Is direct mail still worth doing in India?
It is worth doing when you can address the right people and count what comes back. A posted piece to a named buyer competes with far less clutter than the same message in a crowded inbox, and it survives on a desk for days. It is not a replacement for digital channels. It works alongside them, and we treat the posted piece, the call and the follow-up message as one sequence.
How is this different from your email, SMS or WhatsApp services?
Those services each cover one channel, and their build work, such as sender registration, templates and automation, belongs there. Direct marketing is the discipline that decides who receives anything at all: the list, the offer, the response device and the control group. It leans on addressed and physical media such as posted mailers, catalogues, inserts and telecalling, and uses a message channel as follow-up rather than as the main carrier.
What if our customer data is old and messy?
That is the usual starting point, and it is why the first step is data work rather than design. We merge your sources, remove duplicates, standardise addresses and phone numbers, mark consent and do-not-contact status, and flag records that need verification before anything is posted or called. You are told how many usable records you actually have before you commit to a print quantity.
Do you handle printing, postage and telecalling?
We specify, source and coordinate them. We write the production specification, gather comparable quotes from printers and dispatch partners, plan the postage or courier route, and schedule the batches. Those costs are billed at actual and approved by you before anything is committed. Telecalling is usually run by your own team or a partner you choose, working from the list, scripts and disposition rules we prepare.
How do you know a reply came from the mailer?
Because each batch and each test cell carries its own way to reply: a dedicated phone number, a QR code, a short link, a coupon code or a numbered reply slip. Every reply lands in one place with its source recorded. We also hold back a control group who receive nothing, so what would have happened anyway can be separated from what the campaign produced.
4 more questions
How is success measured, and against what?
Against the baseline recorded before the first dispatch, and against the control group held back from it. The measures are reach quality, response rate, qualified leads, cost per response, cost per qualified lead, pipeline created, conversion to order and campaign ROI. Reading happens over the six to eight weeks after a dispatch, because posted and called campaigns keep producing replies long after the send date.
Can we start small before committing the whole list?
Yes, and it is usually the sensible way to begin. A first campaign can go to one segment of a few hundred records, with two versions of the offer and a control group held back, which is enough to read a difference without committing the full list to an untested idea. What that round teaches about offer, format and timing is what the larger dispatch is built on.
What about consent, do-not-contact rules and privacy?
They are part of the plan rather than an afterthought. We record where each contact came from, mark consent and preference status on every record, keep do-not-contact entries out of every selection, and put a clear opt-out on the pieces that need one. Your data stays yours. We work on the copies you share with us and return the cleaned list to you at the end of the engagement.
What is excluded from the scope of this service?
We do not buy or supply scraped personal data, and we do not campaign to numbers on do-not-contact registers. Media that is not addressed to a person, such as hoardings, newspaper insertions and radio, sits with print and outdoor advertising. Paid digital advertising, marketplace listings and channel automation builds are separate services. Sales conversations after a reply are handled by your team, or by a separate outsourced sales engagement.
Talk to us
Let us audit the customer records you already hold.
Bring whatever data you hold, however untidy. The first conversation is about what is already in your hands and whether an addressed campaign is worth running at all. If it is not, we will say so.
- No obligation and no sales script
- A reply from someone who does the work
- Your details are never sold or shared