Direct Mail Tips

Here are some tips to make your direct mail campaign better:

  • Give a free gift to increase response
  • Use short copy to tease the reader to read further or respond
  • Make your offer easy to respond to
  • Use graphics and color to support the message and text
  • Make your offer easy to understand at a glance
  • Give many reasons to buy
  • Have your direct mail reviewed by an objective third party
  • Consult with a direct-mail specialist
  • Use a reply card or other reply mechanism
  • Put a headline on the envelope
  • Personalize as much as you can
  • Make the offer very prominent in the copy
  • Keep paragraphs short
  • Break up long copy with graphics or white space
  • Don’t dwell on history or background
  • State your geographical service area even if its global, national, regional or local
  • Keep the sales pitch positive and highlight the benefits
  • Include a call to action; tell your readers exactly what you want them to do
  • Use a “P.S.”–its one of the most frequently read parts of the copy
  • Make it easy to purchase: credit cards, terms, etc.
  • Offer a discount for a quick response and order
  • Make a simple order form for faxing
  • Always put a sense of urgency and deadline in your copy
  • Have a call to action at the beginning, middle and end of your copy
  • Use free information, free samples and a free demonstration as a marketing hook
  • Offer a free consultation in addition to the free information hook
  • Separate features and benefits (emphasize benefits)
  • Use bullet points and small segments of information
  • Get your readers involved with a contest
  • Use a tear-out coupon or one with a printed perforation
  • Ask plain questions and offer a simple solution
  • Put in a photo of yourself or an associate’s to personalize it
  • Make promises; keep promises
  • Guarantee customer satisfaction
  • Order your mailing list or compile it way in advance of your execution date
  • Outsource things you don’t do best: printing, mail prep, design, etc.
  • Put yourself on all mailing lists
  • Work with a list broker to tighten list specifications
  • Test different copy, headlines and offers
  • Use graphics on the outside of envelopes
  • Measure results and calculate ROM (Return on Mailing) dollars
  • Mail frequently to a smaller subset of your list
  • Plan and prepare enough mailings for three months at a time
  • Print in large quantities to take advantage of cheaper printing prices
  • Use mailing pieces as handouts and for sales kits
  • Self-mailers are read more than stuffed envelopes
  • Postcards are very efficient; usually both sides are looked at
  • Print on the flap of the envelope to increase exposure
  • Create excitement: “Act Now!”, “For a limited time!”, “Hurry while it lasts!”
  • Its OK to send the same piece over and over for consistency
  • Mail to educational institutions
  • Create fun for you and your prospect with your campaign
  • Tie other marketing to your mailings
  • Put your website address on all mailing pieces
  • Have a conversation with your prospect
  • Publicize your direct-mail campaign