Tip #4 – No Incentive, but you want a high response? Get Outta TOWN!
Does your letter offer some kind of promotion? Do you really think people will call you because they are interested in your company? Did you forget people are in it for themselves? The perfect letter would include a call-to-action directing them to take the next step in the sales funnel. This includes promotion people!
What are my favorite types of offers? The irresistible ones! These can be reports, consultations, services, seminars, or hey cookies ;-). The point of this is to make them feel obligated to take the offer, as in, what do you have to lose? Watch your response rate sky rocket!
Tip #5 Mailings…once…twice…three times?
My clients always thought if they mailed something out once, then they would get a crowd of people wanting their services and products. Do you only have one shot when it comes to direct mail? Of course not!
Has there ever been a time in your life where you saw a pair of shoes you wanted, but didn’t get them because they were expensive? Then you saw your friend wear them to school the next day and now you really want them! The point is you have to plan out multiple mailings. People are busy nowadays! They tend to forget things, and they need to be reminded. It is kind of like a 1, 2, 3 shot. If you didn’t get your prospects the first time, then they will maybe come around the second or third time.
For example, I am a mattress store and I sent you an offer once, but you just bought a new mattress and didn’t need another one. Then 2 months later I send you another one, but this time you are interested since you just divorced your husband and you are moving into a new place. Isn’t this an interesting tactic?
Tip #6- Testing, Testing? Is it working yet?
Now say you came up with the coolest offer, and you’re ready to send it out to your database full of 100, 000 people. Stop right there! Before you send it out to the whole crowd, make sure you test it out. This is where you would select a group of 50 people to test your offer and see what they think of it. Now, say that these people love your offer. That is great! Why? Now you can add a few hundred more people to send the offer out to. Do you see where I am going with this?
This is where you want to start sending your offer out in increments. If you have a database of 100,000 people then send it out to 2,000 or 3,000 people. If you don’t want to lose it all, then make sure you use the increments instead of the mass mail to your database.
Now you have tested your letter to make sure it works, what is next? This is called the “control.” This is the standard, so the next letter that goes out, you want to see if it gets better than this. When you are testing, change small things at a time, like the logo, offer, pricing, etc.
Then make sure you split it in half so one part gets the “control” letter and the other part gets the new one that you made. This is where you really get to find out which one actually worked. To see how this works start testing and watch your results go through the roof!
Tip #7- The ROI of Your Campaign
How do you measure the ROI in advertising? You can’t right? Exactly! The cool thing about direct mail marketing is that you can track your ROI. First, subtract your expenses (printing, list rentals, and postage cost) from the business you got from the direct mail campaign. You may consider adding a code on the direct mail piece so you can track more efficiently if you are using mass marketing techniques. Want to know what I found successful?
The last campaign I presented, I made sure I was keeping track of every prospect that called from the campaign, while they were responding to the offer. I made sure that I had selected different codes for the different campaigns, so I could see which ones got the most calls. The last one was for a Pilates retreat to Brazil that I used. For this particular campaign I implemented a priority code that included the date of the sent out campaign. Now say you prefer seeing them face-to-face, we’ll have them bring the coupon with them so you know who is buying.
Are you going to just ‘wing it’ and ‘waste it (money)’ or will you implement tracking to see what is working for you? The choice is yours! J
Which tips did I miss? Comment below.
- Direct Mail Campaigns: How to get a Triple-Digit Response Rate (socialmediaeatery.com)