1. Your Most Valuable Asset
A mailing list of valued customers is the single most important
asset you have. Loyal customers will spend an average of five
times more in your business than new customers. Plus it costs
ten times more to acquire a new customer.
When choosing a mailing list, first identify your best customer.
What is their age, income level, and geography?
Then identify your "perfect" customer. Select mailing lists
which match your perfect customer profile.
If you're selling business to business, select the type of
business, number of employees and geography, then tailor your
message to this audience.
2. The Three Most Effective Words
Copy is the persuasive argument that sells your product or
service. Begin your copy with a strong headline that spells out
the benefit of your product or service.
The three most effective words in direct mail are "you," "free,"
and "new." Studies show that using these words in headlines can
boost your response dramatically.
Letter copy should follow a simple formula that will help you
organize your thoughts and make a convincing sales argument.
A. Attention: The headline must grab their attention and make
them want to read further.
B. Interest: Grab their interest with a sub-headline that states
your Unique Selling Proposition (what sets you apart from
everyone else.)
C. Desire: Elicit desire by painting word pictures of your
prospect using your product or service and enjoying its
benefits. Give testimonials of customers who have benefited from
what you offer. Tell stories of people who used your service
despite their initial apprehension.
D. Close: Ask for the order. Make it convenient for them to
respond. Give your prospects choices of how to get in touch with
you. Use a P.S. at the end of the letter to pique their
curiosity.
3. What's In It For Me?
Your offer attracts people to your business or service. Direct
mail will not work if you use it like a billboard. It is like
saying, "SEE ME, I'M OVER HERE" at 60 m.p.h. In order for your
direct mail to achieve measurable results you must have a
compelling offer.
Your offer can include money, free gifts, guarantees,
testimonials, sale events, coupons, gift certificates,
sweepstakes, drawings and private sales.
Test different offers and see what works best for you.
When you're marketing to a business, personalization is
important. Make your outside envelope look like a personal
business letter. Keep your copy to 1 or 2 pages and offer an
incentive for responding quickly..
4. Experience Captivating Graphics
Designing a mail piece should accomplish 2 things. One is to get
the attention of your reader. Two, is to visually clarify the
written message you are trying to get across.
There are six elements that determine good direct mail design.
A. One visual element should dominate the page, whether it's a
photo, headline, cartoon or graphic.
B. Use only one or two typefaces. Stick with one or two
families of type. Use one for the headlines and bolded sub
sections and one for the body copy. The body copy should always
be a serif typeface, it's easier to read.
C. Use lots of white space when you want to make a lasting
impression.
D. Make sure your text is easy to read. Don't make your margins
too wide or your columns too long. Space out the lines of your
text so they are easy to read. Use bullets, bold, underlines
and short paragraphs.
E. Display your logo and pertinent contact information.
5. Produce the Package
Have you ever read an ad or received a mailing without a phone
number or address? Often people get so wrapped up in the copy
they forget to call for action. Boldly feature your phone
number, address, web site address, email address and fax. Make it
easy for your prospects to contact you.
Your logo should visually express the essence of your company's
mission along with a positioning statement that sets you apart
from your competition. Design a "risk-free" response certificate
that clearly repeats your most valuable benefits and moves your
reader to say "yes."
6. Testing
The standard business-to-business mailing package includes an
outside envelope, letter, brochure, lift letter and response
device.
The benefit of direct mail is that you have an unlimited number
of choices when it comes to your package. You can choose the
paper, ink color and size of the package. Or you might choose a
postcard, self mailer, flyer or 3D package which is almost
guaranteed to get opened.
7. Follow Up
The three most important elements to test are the list, offer
and package. Studies show the quality of your mailing list
represents 40% - 70% of your mailing success.
First, carefully select your list, keep your offer the same and
test one list against another; either two rented lists or your
customer list against a rented list.
Then, test your offers. Keep your list the same and change
your offer. A one word change in a headline can boost your
response over 300%. Test discounts, free gifts, free samples,
personalized coaching or free reports.
Third, test the creative. Colors create moods and can affect
response. Test a humorous approach vs. a serious approach.
Test photos vs. clip art, ink colors, paper colors, envelope
design. Test a postcard vs. a letter. What about a teaser on
the envelope vs. a blank envelope? All these variables can
affect your response and should be tested.
It's useless to have a powerful measurable tool like direct mail
and not evaluate whether it's working. Keep track of your
response. Code your ads and business reply cards and determine
what is the most profitable combination of elements for your
market.
(c) Allan J. Katz, 2005. Permission to reprint granted to all
venues to long as the article and by-line are not changed and
links are clickable.
Allan is the Loyalty Coach at http://www.loyaltycoach.com and
the Marketing Director of
http://www.DriveThruPrintingAndMailing.com, a full service, web
based Direct Mail Advertising and Printing Company, in Memphis,
Tennessee specializing in 4 color printing of direct mail
postcards, brochures, newsletters and flyers.