Archive for direct mail strategies
One of single best methods ever for marketing your business in the ‘offline’ world, even to this day is Direct Response Mail Marketing. And, you can take well designed direct mail strategies and campaigns online as well, building them in email, with sales pages, and even on social media.
The first step with any direct mail strategy is getting really clear on your target market. I recently heard a story about a direct mail campaign for a hearing aid company. After some research they discovered that someone who was married, who had a living spouse was something like 30% more likely to buy a hearing aid (I can’t remember the exact numbers, but it was seriously impressive). Then, when they dug a bit further, they discovered that someone who is married, with a living spouse who also owns their own home is even 20% more likely, on top of the 30% to buy a hearing aid (again – I don’t remember the exact numbers, but it was something like this). If you get that clear on who you want to target you can buy a list using that very specific criteria, which will make your campaign trounce average direct mail strategies.
The next step in developing your direct mail strategies, is to design your campaign with multiple steps. Multiple steps will outsell single step mailings every time. You also want to spend some time learning copywriting, or hire someone to write your sales letter to make it highly effective. You have about 3.5 seconds to grab someones attention when they receive your mail – you don’t want to screw that up.
Also, it is essential to make sure there is a very specific offer and a reason to respond NOW (you need to create sense of urgency). Be sure that the instructions on how to respond to the offer are very clear – what do you want them to do? Do you want them to call? Visit your website? Come into your office? (Also, you will generally get a better response with more options of response – so you don’t just want to include your website, give them a number to call (toll free or not – you should test that to see which brings a better quality lead).
You also want to make sure you track and measure the process – that is often why businesses use coupon codes – you know exactly how someone got to you if they are using a specific coupon code.
Be sure to be creative, outrageous even – reaching out and grabbing people by the collar makes them sit up and take notice.
A good direct response sales letter can turn a business around, and can often be used for many years. Learn to write a good sales letter, find out as much as you can about target market and buy a list of the people who fit in it, then test your letter, then use what you learn to make the campaign even more effective.
Remember, multiple mailings out-pull single mailings – a second mailing will often double the overall response.
If you aren’t sure how to get started and want some help, take a look here.