Simple steps to improve the response of your direct mail
Direct mail. I’m talking about the letters, brochures, flyers and leaflets that drop through your door, whether that’s through the post, free newspaper or with a bundle of other leaflets. It’s the junk mail that annoys us all, but when planned and created effectively can have a big impact on the success of your business. Here are my top tips on creating effective direct mail – and stopping your flyers ending up in the bin!
Start out with a plan what key benefits do you want to get across?
Talk in the language of your customers What do they want to hear? What’s important to them?
Sell them the benefits not the features If you struggle with this try writing ìwhich means thatî after each sentence.
Be persistent if you’re sending to a new list, mail repeatedly within a short space of time (say once a month for three months).
Remember to keep in touch with your existing customers and enquiries. They’re a goldmine.
Try to integrate your direct mail with other marketing activity telemarketing, PR or an exhibition for example.
Target your mailing depending on who you’re sending it to and the end goal – for example, do you want the mailing to prompt an enquiry or a sale?
Buy your list carefully – a list goes out of date as soon as it’s compiled, so make sure it’s as up to date as possible, use your target market profile to buy only those people you really want to get in touch with and ensure you buy named contacts.
Use AIDCA – Attention, Interest, Desire, Conviction and Action – to formulate an effective structure.
Monitor the response and refine your next mailing carefully depending on what worked and what wasn’t so successful.
Have fun with it! you’re getting your name out there – enjoy it.
If you’d are thinking of creating a piece of direct response marketing (ie – something you’re going to send out to people and ask them to buy from you) then talk to either Rachel or Fiona about what you can do to improve your response. We’re very happy to offer a free, one hour consultation. Call us on 01483 401 818 or email guildford@printing.com.
