There are some simple steps you can take to improve your direct mail campaign. While it’s important to make your marketing collateral appealing, it’s also imperative that you appeal to your customer’s purchasing mindset.
Your Direct Mail Campaign Should Have a Call to Action
Give your customers (or potential ones) a call to action by impressing upon the urgency of your offer. A reply deadline will do the trick. Make sure you include your contact information, such as your telephone number, email address and/or URL of your website.
Give Your Direct Mail Campaign Some Credibility
Testimonials work wonders because people are more likely to believe someone’s words over your owns. Testimonials from others seem more objective; and, yours are subjective.
In contrast, send your letter under the “President’s” signature. People prefer to deal with the person in charge. Build and foster your relationship with your customers in all your sales materials.
Know Your Direct Mail Target Audience
You can send out thousands of direct mail pieces and get little or no response if you haven’t clearly defined your target audience. The more you know about your target market, the better your chances will be to sell to them. Know who they are by their demographical, geographical and psychographical characteristics.
Offer a “free gift” or a discount.
Mention “you” at least four times.
Offer multiple versions of the same product.
A “good” — “better” — “best” strategy allows people to make choices instead of a “take this product it or leave it” offer.
Make your envelope work for you. Put a message on it like “Here’s some inside information.” Words like “free,” “new,” “announcing” and “important dated material” also motivate people to open the envelope.
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