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Direct mail is one of the most effective tools you can use to get the results you are looking for. Here are some tips that will help you to increase the response from your advertising mail.
Copy:
To get your prospects to respond to your direct mail piece, you should give them an offer or incentive. This could mean a sale coupon, a guarantee of a service or money refunded, a special deal for a finite period of time, or any other type of reward for taking action. Make sure that there is a 'call to action' within a specified period of time. 'bring this coupon in by xxxx and receive 25% off any purchase of xxx'.
Design:
Hire a designer who understands mail. You have only a few seconds to grab your readers' attention. A designer who understands direct mail can create a piece for you that gets the attention it needs to turn into a sale. This is what our design team at Target Marketing does every day. They know direct mail and know how to get your mail read.
Audience:
Know where your audience is coming from. Keep track of the zip codes where your customers are coming from so that you know where to target your mailings. That way, you are not wasting money by randomly mailing to people in zip codes who live too far away to visit your location.
Set appropriate response goals:
The response rate for your mail piece is going to depend on many things such as: your product, your price point, your offer, your design, and your audience. Figure out what you are trying to achieve. Is your goal to increase sales of a particular product by 10%? To get more people to walk in your store so that they can see your new line of gift items? You may need to adjust your offer and design to fit your goals.
Frequency:
Mailing to your target audience several times a year is important. In fact it is more important to mail to a smaller target more often, than to mail to a larger target once. The trick is to get your customers to remember you.
