Direct mail marketing is easy. It’s one of the quickest, cheapest, and most actionable forms of advertising. But it amazes me how many people don’t understand what they are doing when it comes to putting a good campaign together!
Here’s an example. I got an over-sized piece in the mail from a local bank. It’s about 4 inches x 6.5 inches. In big letters it says, “Does Your FREE Checking Account Earn 4.05%?” Then there are three rates underneath (and this ugly picture of a guy getting his toupee blown off..).
When I got it in the mail, I glanced at it, read the headline, and promptly threw it in the trash. In fact, I would scan it in and post it here - but I had to dig it out of the garbage can and don’t want to goo up my scanner.
Quite simply, this card didn’t do anything for me. There was no action step. There was no incentive. In fact, all it said was, “Visit your nearest branch and be WOWed!” What do I care? I am perfectly happy banking where I am at.
Like our friends at the bank, there are so many ways we can screw up a direct mail piece. Some are less obvious than others, but I want you to spend your money wisely. So we’re going to take a minute and go through ways to boost your response rate using direct mail..
5 Sure Fire Ways To Boost Your Direct Mail Response Rate
1) Including an action statement or a next step
How many times do you get a direct mail piece and it doesn’t tell you what you need to do next? Say it sells you on their product, or at least piques your interest, and there is no action step - you throw it on your desk only looking at it months later. By then, you could care less and it ends up in the trash can.
Ideally, you want to suggest the next step in your campaign. “Stop in for a free cookie!” or “Sign up for a no-obligations consultation. Log in here…” Don’t leave them guessing.
2) Including something that’s free
People love free stuff. In fact, some of the greatest marketers of all time live and die by this rule. It could be a free download, a free pamphlet or a gift certificate. If you don’t include something that brings people out of their shell, you might as well save yourself the $700 it cost to produce the mailer.
3) Having a top notch mailing list
This is obvious, but still needs to be addressed. There is one simple rule in getting a mailing list - make it as targeted as possible. If all you are doing is leasing a list of all the small businesses within 20 miles of your establishment, you are missing the boat. You need to be looking for all small businesses within 50 miles from yours, with 10-25 employees, revenue of $750,000 to $1,000,000, that is privately held and in the technology sector. You might spend more on the list, but I guarantee that if you use this kind of precision, your response rates will go up.
4) Use A Clear Headline
Your headline is the key to your entire mailer. You need to point out four things in as few words as possible:
- What you’re offering
- What’s the cost
- What’s the benefit
- What’s your credibility
If you don’t have a clear mantra with those four elements included - organize an executive meeting, send out for pizza, and figure it out quickly. Each day you don’t, you’re losing money.
5) Capture information
I know what you’re thinking… “Jason, how can I capture information on a prospect by sending THEM a direct mail piece! Breaking into the beer a bit early on your side of the world?”
The truth… Maybe :0)
Have you ever heard of personalized URL’s? Basically, personalized URL’s are subdomains devoted to that prospect. I am sure you have seen them before. Here’s an example:
“Dave, help us change the world. Log in to DaveTrustly.worldchangers.org.”
See the subdomain? When Dave logs in, there will be a message specific to him, a short survey to fill out, and a place that captures his email address and any other information that you need.
Another way to do it is in conjunction with your free product. Use Aweber.com to capture their name and email address. Or when they stop in, ask them for their info.
The point is, get their information! You can then add them to your potential client list, newsletter, or whatever other method you stay in touch.
Don’t over-analyze your campaign
Most marketers are detail oriented. I know when I send out a piece for my company, I want everything to be perfect. I want the headline to sparkle and the next steps to be clear. The copy needs to be spot on and the graphics need to be crisp and sharp. But the truth, inevitably, is in the numbers.
Don’t put off mailing the piece because it isn’t perfect. It won’t ever be. The best you can do is watch the results and correct them on your next piece. Business, and marketing, is about learning your niche and figuring out how to serve them best. So, every day is something new.
What kind of direct mail techniques helped you get the best results? We’ll add them right in to the post with a link to your site! (Or your business’s site)
Related posts:
- Using The Rule Of Thirds To Crush Competition
- Email Your Way To Success
- 6 Steps To Effective Email Marketing
- 6 Tips That Will Turn You Into an Email Marketing Ninja
- mH Podcast 004 - Setting Up Twitter For Auto Direct Messages
social media marketing or creating slogans!
love your post, but did you expect to get something free from a BANK! Look forward to reading more