| by Sharon Macaluso, Georgia SBDC In an earlier article we emphasized the critical importance of the list in any direct mail effort. In starting a direct mail campaign, the marketer should focus like a laser on that list. Mailing to 100 people who have an interest in the product is significantly more effective than mass mailing to 1,000 unqualified prospects. After creating a targeted list, the marketer can formulate a campaign with specific strategies geared to increasing response rates. Strategies will depend on the product itself and the market being targeted, but here are a few tips to consider:
- Include an offer.
Every direct mail piece should focus on inducing the recipient to take action. For an expensive product that may be offering a free estimate or sample, rather than actually soliciting a purchase. Therefore, the response being sought may be to get an appointment so that the prospect can ask questions and overcome fears about making a purchase decision. Other examples of offers may be a 30-day free trial period, a free gift with purchase, or allowing the customer to be billed later.
- ERROR MSGCreate an enticing mail piece.
We all receive direct mail pieces that we do not even bother to open. A marketer must design a creative package that will catch readers' attention and stimulate their interest. The layout, paper, copy, stamps, design, and general appearance of the package all play a role in catching attention. Here are a few tips to consider in the design of the mail piece:
- Use an envelope teaser. Examples include, "free gift enclosed," "what every business like yours should know," "money-saving offer inside."
- Use brightly colored and/or oversized envelopes
- Hand address the envelope.
- hotels in HamburgUse attractive first class stamps.
- Write the recipient's name and address in large, bold print. (People get unconscious pleasure out of seeing their names in print).
- Send a postcard. A postcard is less expensive and there is no envelope to open.
- Without exception, address the mail piece to a specific person and ensure that the name is spelled correctly.
- Other rules of thumb.
- Testimonials from other satisfied customers improve response rates.
- hoteles baratos SopotMake it easy for the recipient to take action. A business response card where the recipient simply checks off boxes and drops it in the mail may be easier than making a phone call or stuffing an envelope, addressing it, and placing it in the mail.
- Include an attention-grabbing headline. This headline may appeal to the reader's emotion, it may be a testimonial from a satisfied customer, or it may highlight a benefit derived from using the product.
- Consistency is key. No marketing effort works as a one-shot deal. Follow-up is important for increasing response rates. This follow-up may involve additional mailings or follow-up phone calls.
- Measure results. Determine which campaigns are generating the most responses.
In summary, direct mail can be an excellent marketing tool for a small business. The list is the most important element. It should be highly targeted to a niche market that has an affinity for the product being sold. An offer or call to action in every direct mail piece is essential. Third, the marketer must develop a creative package that grabs the reader's attention and stimulates response. Fourth, consistency, follow-up, and repetition are crucial. Finally, it is important to measure the results of all campaigns. And business owners can contact the local Small Business Development Center (SBDC). Consultants with the SBDC can assist business owners in determining if direct mail or other strategies would be appropriate as well as guiding them through the development of an effective marketing plan. > See also: Marketing, Advertising & Sales |
