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Tips / Resources
Tips for Direct-Mail Marketing
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Give a free gift to increase response
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Make your offer easy to respond to
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Prove any claims with details to add credibility
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Offer a free trial to eliminate risk
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Make your offer easy to understand at a glance
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Have your direct mail reviewed by an objective third party
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Consult with a direct-mail specialist
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Use a reply card or other reply mechanism
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Personalize as much as you can
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Make the offer very prominent in the copy
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Use a no-risk guarantee
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Offer a free-trial period
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Include a call to action; tell your readers exactly what you want them to do
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Use a "P.S."--its one of the most frequently read parts of the copy
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Offer a discount for a quick response and order
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Always put a sense of urgency and deadline in your copy
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Put testimonials at the top of the content and by the call to action
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Have a call to action at the beginning, middle and end of your copy
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Use free information, free samples and a free demonstration as a marketing hook
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Offer a free consultation in addition to the free information hook
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Include a toll-free number if you have one
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Use a tear-out coupon or one with a printed perforation
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Put in a photo of yourself or an associate's to personalize it
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"Free" is still a motivating word--use it and highlight it
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Guarantee customer satisfaction
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Offer proof of the benefits
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Include case studies and success stories
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Restate your offer often, especially at the end of the communication
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Use captions, sayings or titles under all photos
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Order your mailing list or compile it way in advance of your execution date
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Test your list and use "Address Correction Requested" to clean your list
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Put yourself on all mailing lists
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Test different copy, headlines and offers
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Measure results and calculate ROM (Return on Mailing) dollars
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Code your mailings to measure response
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Use color
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Mail to PR contacts
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Self-mailers are read more than stuffed envelopes
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Postcards are very efficient; usually both sides are looked at
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Create excitement: "Act Now!", "For a limited time!", "Hurry while it lasts!"
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Create fun for you and your prospect with your campaign
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Tie other marketing to your mailings
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Put your website address on all mailing pieces
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Odd shapes work, too
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Mail with stamps get opened before metered mail
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Lumpy mail gets attention--it gets opened and gets a good response
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Have a conversation with your prospect
Source: Entrepreneur.com
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