Maximise your response with direct mail...

Follow these 7 Direct Mail tips and send your response rates through the roof

Direct mail has the advantages over branded media in that it gives you the ability to test and measure your message.
eg the offers copy and layout that generate the best response.

1. What is the overall objective of the mailer?

Do you want the reader to contact you for information? It could be you want them to contact you to discuss a demonstration or to see your product or service in action? Dont forget the more focussed your message the better the results.

2. Include a lift letter

A lift letter (covering letter) is key to maximising the readership of your sales message and can multiply your response up
to nine fold.

3. Make good use of the envelope

By making your envelope personal it will be opened before any other correspondence.

4. Make it personal

Far too much direct mail is too formal. Ensure your communication is personal by adding a salutation; a signature and
a ps. Make the reader feel important.

5. Create the right design

Keep your design on track and dont make it too clever. Direct mail that simply entertains will deliver a poor response rate.Its important to remember your customers have certain triggers that must be pushed in order to grab attention and convert to a sale. Remember to use readable copy and dont use large blocks of reversed out copy.

6. Call to action

Give your reader a good reason to respond by offering relevant information rather than free gifts. Also, add a sense of urgency and encourage the reader to act now. Include a time specific offer with guarantees to maximise response.

7. Dont give up

Continous yet relevant mailings to the same prospect will pay dividends. Research has shown that over 90% of business will give up after their fourth approach to tha sales contact. And a staggering 50% will give up after the first call! Quite often it takes a dozen or more contacts before a prospect is ready to deal with you. Gaining the trust of your prospect is paramount in gaining the enquiries that will lead to increased sales revenues.