Is there such a thing as the perfect formula for a direct marketing campaign? It’s generally felt that if there is a ‘perfect’ recipe, it should be based on the 40/40/20 formula: success being dependent on 40% offer, 40% copy and 20% design. Not everyone agrees naturally, but then again they wouldn’t, would they? Some feel the formula should be biased one way or another. Regardless, there is a consensus that without this combination, no direct mail campaign will achieve what it sets out to do.
If you create a fantastic looking direct mailer but fail to send it to your targeted audience, you will never achieve the results you were looking for. If you have a great mailing list, but the offer is not specific to your target market, then you will no doubt face similar problems. So, are there any ways that you can improve the response rates of your mailing campaign?
Whatever you do, don’t forget to include your offer in the mail. If you’re offering a discount, a special offer or even a ‘freemium’, make it prominent. If you don’t give the customer a reason to act, then they won’t.
Call to action
Making it clear to the customer what you want them to do. This is absolutely imperative. If you want them to call you, or visit the website, then tell them. You need to lead your potential customer down the path of your choosing.
Don’t limit the methods of response to jus the one single channel: give your customer options, and make responding easier. Include business reply envelopes, list a free phone number to call or include a link to website special offer.
Every customer appreciates he personal touch. Include their name on the offer and make them feel special: it has to appear that you’re making the offer specifically to them. It doesn’t simply have to be text either. Include images, if appropriate: variable data printing (VDP) can make this easy.
Tell your customers about your website and involve them. Direct them to a landing page specifically designed for your offer. Make sure the layout of this landing page simple and straightforward, so that it’s obvious what you want your customer to do when he/she visits.
Single mailings rarely work. Try mailing in a series of 3, or even 7. Statistically this has been shown to be a more effective way of attracting new customers. The more often an offer is repeated, the more likely the customer is to remember it.
The format of your direct mail campaign should be in keeping with your message and target market. The aim is to deliver your marketing message in the best and most appropriate way. Rather than just sending a letter, why not follow it up with a series of postcards or a self-mailer? Also try to vary the style of mailing if you are a frequent mailer. Keep it fresh and keep it interesting.
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