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 101 Ways to Improve Your Direct Mail Response |
| Direct mail can be a powerful way to reach your customers. However, it is only powerful if used effectively. Here are some tips to help your direct mail campaign be successful.1. Mail to your customers more often. If you are now mailing 4times a year, increase the frequency of your mailings to 6 or 8times. If you increase your mailings by 25%, you shouldincrease your sales by at least the same percentage.2. Use a P.S. on every direct mail letter. This is second inimportance only to the headline.3. Don't forget to thank your customer for their order. Enclose amessage with orders... and include another merchandise offerwith the "thank you" message.4. Vary your mailing format. Use self-mailers, lettergrams,computer letters, envelope formats, catalogs. Change yourformat so that prospects don't get in the habit of recognizingyour mailing piece.5. Ride on the coattails of current events, e.g. energy crisis,elections, cold winters, etc. When inflation increases, have an"inflation-cutting" special, etc.6. Look for other products you can successfully sell to yourcustomers. Information on how to make and save money is thebest prospect.7. Include more offers in your mailing package than you alreadyare. Study the mailings of firms whopacks a volume of material into their envelopes. See if you canadapt the idea to your own mailings.8. Think about using simulated handwriting for emphasis in yourletters. Occasionally test a handwritten letter, particularlyif you are soliciting funds for charity.9. Try an unusual format you've never used before.10. Test selective distribution to your list. Maybe only a portionof your list should receive more mailings. Other mailingsshould go to the entire list.11. Stimulate off-season business by asking for it. If you normallyhave a summer slump, have a special "summer sale" mailing in thesummer. You can boost your sales any time of the year you need aboost through effective direct mail.12. Word your offer differently. Put a unique twist into it byoffering a baker's dozen instead of a regular dozen. Or sell110 instead of 100.13. You can even add a smell to your envelopes. Check with yourenvelope manufacturer about the special inks that can be used tomake your envelope "smell" the way your product does.14. Change the size of your mailing package frequently to createinterest and appeal.15. Test credit terms. You'll find that accepting MasterCharge/Visa will result in larger orders than cash terms.16. Let people "peek" into your envelope with multiple windows onthe face and back.17. Test buck slip routing for addressing, and use it to reachmultiple prospects.18. Try using illustrated letterheads and test them againstconventional letterheads.19. Put a simulated check into your mailing to emphasize a discount.20. Consider using stamps, coupons, early order bonuses, Etc.21. Pack order starters - a special offer that will get a personstarted on his order - into your catalog.22. If you can sample your product, including one in your mailing.23. Make more sophisticated use of your own list and the lists yourent by looking for those segments of people who... and forgetthe rest of them.24. Test simulated telegrams, mailgrams, and other imitation formatssimilar to the mailgram.25. Test a tiny letter with a tiny pencil accompanying it. Test ajumbo letter in your envelope, maybe even mail it in a jumboenvelope.26. What is your "wastebasket readability factor" - and what can youdo to get people to read your mailing piece when it is sittingon somebody else's desk... or has it already landed in theirwaste basket?27. Put a wraparound on your catalog. It gives you two coversinstead of one.28. Test your catalog approaches and mailing dates.29. Use teaser copy on your outer envelope and test it vs. a blindenvelope.30. Acknowledge orders promptly and include additional salesliterature with your acknowledgment.31. Periodically send a statement to your customer that shows he'sbeen missed... even if he doesn't owe you any money.32. Follow up inquiries promptly and persistently. Make it easy tobuy from you by giving the inquirer a return envelope to sendhis order back in.33. Tie in a timely topic (current events, special problems, etc.)34. Get to know your printers... not printer, printers. Everydirect marketer needs different types of printers with differentcapabilities to come up with different printed pieces.35. Test multiple premiums with your offer and give your prospects achoice of the one(s) he prefers.36. Remail your mailing to your better customers three or four weekslater. You'll do 60-75% as well on the second mailing.37. Remember the 5 basic rules... test, test, test, test, and test.38. Don't be afraid to run without a test if your gamble is small.39. Use a bounce-back package enclosure to get an extra order.40. State your guarantee in the strongest possible terms... andstate it often.41. Spotlight your sales points in your headlines.42. Start your message on your envelope and lead your reader inside.43. Feature last-minute merchandise on the back of your envelope oron a separate flier enclosed in your package.44. Offset delays in mail delivery by extending cutoff dates.45. Cultivate customers with special savings, bonuses or premiums.46. Use lightweight paper to save postage and to allow more salesmaterial in the envelope.47. Use a "Publisher's Letter" to give the prospect an extra reasonfor buying.48. Put distinctive differences in your catalog to add interest.49. Stimulate action by featuring a time limit at the top of yourletter.50. Show how merchandise solves problems and enhances the stature ofthe user among his/her contemporaries.51. Use full-view envelopes to display attractive literature.52. If buying your product spells numerous benefits, spell them outby number for maximum impact.53. Increase customer goodwill and purchases with advance notice ofsales.54. Use stock photos for much less than the cost of making originalshots.55. Cultivate customers with special catalog offers directedexclusively to customers.56. Use unusual techniques to get your customer into your envelope.57. Use action stimulators to get your customer to open yourenvelope.58. Dramatize big news by using a big format to present your message.59. Can you use the inside of your merchandise carton as part ofyour media mix?60. Increase the impact of your advertising with clip art, atminimum expense.61. Express appreciation to your customers for their past business. And enclose some extra sell material with your thank you message.62. Offer premiums that are unusual.63. Include smart-selling stuffers in envelopes, packages, etc.64. Update your catalog with supplements or newsletters.65. Use a second letter in the package to increase the impact.66. Use a second letter in the package to make a second offer.67. Notify the customer if there is going to be a delay infulfillment, and include additional merchandise offers with thisnotification.68. Test post card deck mailings as an inexpensive method to getleads/customers.69. Put an unusual message on the outside of your envelope.70. Put an alternative offer in the reply envelope to create bonussales.71. Try a massive display of stamps on the outside of your envelopeto emphasize a fact.72. Try a pre-holiday mailing to invite a former customer back.73. Try a customized response vehicle to get your customers torespond.74. Offer to provide specific benefits to the customers.75. Offer potential benefits to both customers and prospects.76. Use customer gift lists as future mailing lists for yourprospecting.77. Call your business reply order form by some other name, such astrial order card.78. A double coupon in your package could double your response.79. A reply envelope plus loose stamp might be more effective than aB.R.E.80. If a postcard can tell your story... test it.81. If a postcard is too small, step up to a self-mailer.82. Follow-up your prospect's inquiries promptly with hard sellmaterial.83. Make the space on the inside of your mailing envelope work foryou by using it to sell your product.84. Prove to your prospect that your free gifts are really free.85. State your guarantee boldly, in strong words... and repeat itoften.86. Test allowing another mailer in your envelope and vice versa.87. Test simulated gram formats.88. Develop a distinctive personality for your business.89. Make major anniversaries a plus factor in your promotions.90. Have your reply envelope emphasize your prompt shipping service.91. Present outstanding testimonials in a big way for big impact.92. Never stop selling the advantages of direct marketing to yourcustomer.93. Consider using special formats to make ordering easier.94. Test different length trial periods.95. Promote seasonal products in off-season times... and offeralternatives.96. Ask customers their opinion of a proposed new product.97. Test the plastic record message in your mail formats.98. Use the negative to accentuate the positive.99. Use simulated handwriting in your message.100. Use match-up and comparison tables to increase selection ease andaccuracy.101. Always offer an "extra" or "bonus" to encourage a quick response.Copyright 2004 by DeAnna SpencerThis article may be redstributed freely on the Internet as long as the resource box remains intact.Are you content with your advertising budget?
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