The Seven Vital Steps You Must Know To Ensure Direct Mail
Success
1. Your Most Valuable Asset
A mailing list of valued customers is the single most important
asset you have. Loyal customers will spend an average of five
times more in your business than new customers. Plus it costs
ten times more to acquire a new customer.
When choosing a mailing list, first identify your best customer.
What is their age, income level, and geography?
Then identify your "perfect" customer. Select mailing lists
which match your perfect customer profile. If you're selling
business to business, select the type of business, number of
employees and geography, then tailor your message to this
audience.
2. The Three Most Effective Words
Copy is the persuasive argument that sells your product or
service. Begin your copy with a strong headline that spells out
the benefit of your product or service.
The three most effective words in direct mail are "you," "free,"
and "new." Studies show that using these words in headlines can
boost your response dramatically.
Letter copy should follow a simple formula that will help you
organize your thoughts and make a convincing sales argument.
A. Attention: The headline must grab their attention and make
them want to read further. B. Interest: Grab their interest with
a sub-headline that states your Unique Selling Proposition (what
sets you apart from everyone else.) C. Desire: Elicit desire by
painting word pictures of your prospect using your product or
service and enjoying its benefits. Give testimonials of
customers who have benefited from what you offer. Tell stories
of people who used your service despite their initial
apprehension. D. Close: Ask for the order. Make it convenient
for them to respond. Give your prospects choices of how to get
in touch with you. Use a P.S. at the end of the letter to pique
their curiosity.
3. What's In It For Me?
Your offer attracts people to your business or service. Direct
mail will not work if you use it like a billboard. It is like
saying, "SEE ME, I'M OVER HERE" at 60 m.p.h. In order for your
direct mail to achieve measurable results you must have a
compelling offer.
Your offer can include money, free gifts, guarantees,
testimonials, sale events, coupons, gift certificates,
sweepstakes, drawings and private sales. Test different offers
and see what works best for you.
When you're marketing to a business, personalization is
important. Make your outside envelope look like a personal
business letter. Keep your copy to 1 or 2 pages and offer an
incentive for responding quickly..
4. Experience Captivating Graphics
Designing a mail piece should accomplish 2 things. One is to get
the attention of your reader. Two, is to visually clarify the
written message you are trying to get across.
There are six elements that determine good direct mail design.
A. One visual element should dominate the page, whether it's a
photo, headline, cartoon or graphic. B. Use only one or two
typefaces. Stick with one or two families of type. Use one for
the headlines and bolded sub sections and one for the body copy.
The body copy should always be a serif typeface, it's easier to
read. C. Use lots of white space when you want to make a lasting
impression. D. Make sure your text is easy to read. Don't make
your margins too wide or your columns too long. Space out the
lines of your text so they are easy to read. Use bullets, bold,
underlines and short paragraphs. E. Display your logo and
pertinent contact information.
5. Produce the Package
Have you ever read an ad or received a mailing without a phone
number or address? Often people get so wrapped up in the copy
they forget to call for action. Boldly feature your phone
number, address, web site address, email address and fax. Make
it easy for your prospects to contact you.
Your logo should visually express the essence of your company's
mission along with a positioning statement that sets you apart
from your competition. Design a "risk-free" response certificate
that clearly repeats your most valuable benefits and moves your
reader to say "yes."
6. Testing
The standard business-to-business mailing package includes an
outside envelope, letter, brochure, lift letter and response
device.
The benefit of direct mail is that you have an unlimited number
of choices when it comes to your package. You can choose the
paper, ink color and size of the package. Or you might choose a
postcard, self mailer, flyer or 3D package which is almost
guaranteed to get opened.
7. Follow Up
The three most important elements to test are the list, offer
and package. Studies show the quality of your mailing list
represents 40% - 70% of your mailing success.
First, carefully select your list, keep your offer the same and
test one list against another; either two rented lists or your
customer list against a rented list.
Then, test your offers. Keep your list the same and change your
offer. A one word change in a headline can boost your response
over 300%. Test discounts, free gifts, free samples,
personalized coaching or free reports.
Third, test the creative. Colors create moods and can affect
response. Test a humorous approach vs. a serious approach. Test
photos vs. clip art, ink colors, paper colors, envelope design.
Test a postcard vs. a letter. What about a teaser on the
envelope vs. a blank envelope? All these variables can affect
your response and should be tested.
It's useless to have a powerful measurable tool like direct mail
and not evaluate whether it's working. Keep track of your
response. Code your ads and business reply cards and determine
what is the most profitable combination of elements for your
market.
(c) Allan J. Katz, 2005. Permission to reprint granted to all
venues to long as the article and by-line are not changed and
links are clickable.