So you took the plunge and sent out your first direct mail package, but the response rate was a bit lower than you were expecting. If this sounds like you, don’t fret. Many businesses don’t hit it out of the park with their first mailer.
Just like any marketing effort, direct mail takes some trial and error to find out the right method for your business. If you want to see a better response rate from your direct mail campaigns, then try implementing one or more of these strategies:
Narrow Your Mailer To a Single Purpose
If your recipients cannot discern a single clear request from your direct mailer, then all your beautifully designed and carefully written work is likely going to wind up straight in the trash with the rest of the “junk mail” in the stack.
Whether you are trying make an immediate sale or your goal is simply to get them to contact you back for more information, your purpose should be singular and clear. Your direct mailers should not be an abbreviated version of your company catalog.
Add Immediacy To Your Call To Action
Your direct mail package only has a few moments of time to convince a potential customer to take action and contact or buy from your business. In order to stir them to action, you need to instill a sense of urgency through your copy and design.
Your call to action is one of the most powerful tools in your direct mail package, so you should make sure it packs as much punch as it can. Let the customer know they need to contact you today, purchase immediately, or call right now in order to benefit from your offer.
Personalize Your Package
Starting your sales letter with “Dear Valued Customer” or any of its derivatives just isn’t going to cut it if you want amazing response rates from your direct mail packages. Take the time to personalize your package to each individual on your mailing list.
Sound like a lot of work? Well, that’s because it is, but its work that pays off big time. Hopefully you have a well targeted mailing list because that will make this essential strategy much easier, if not then you may want to take a few steps back and narrow your marketing focus.
For more information on how to leverage the power of direct mail for your business, contact us today for a personal consultation.