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What’s Hot (& Not) In Direct Mail: 6 Golden Rules

By M. Michelle Poskaitis, CEO, Originations Marketing LLC

Direct mail. It’s still one of the most effective media, despite the rising price tag on postage. But successful direct mail is more than a pile of paper in the mail stream. You’ve got to create a compelling appeal, targeted to a specific audience, at the right time—and keep trying until you’ve hit your mark.

On your mark, get set

Targeting your mail list is the easiest, most effective way to increase response rates and hold mailing costs to a minimum. Let’s face it. Everybody isn’t going to buy. So why bother asking? To target your prospect list, begin by identifying 5 to 10 specific characteristics of your business, product or service, and the related benefits to the customer. Then match those characteristics and benefits to specific audience needs. (Remember, everyone isn’t a mailboxer. Some prefer a phone call.)

The envelope, please

It won’t matter how dynamic the cover letter is, if the envelope (or self-mailer) is never opened. Color easily attracts the eye but also increases costs, so be practical. Consider ink colors (of 16 million colors available, the human eye sees red first, then yellow), or colored/textured paper for envelopes, postcards, self-mailers or catalogs.

Teasers should emphasize the most important message you wish to communicate. Ask a question. Make a bold statement. Promise a free gift to tempt readers inside! (And keep your promise inside the envelope.)

Simply the best

With any direct mail promotion, you’ve got about 10 seconds to capture the reader’s attention, just long enough to open an envelope. Then you need to hold their attention with quick, concise copy. No jargon, buzzwords, or fancy language. Keep your message simple and direct. A friendly, conversational tone works well.

To test effectiveness before mailing, ask three people (not associated with your company or profession) to read the copy. Then ask:

What did the copy say?
How did you feel reading it?
Would you be interested in the offer?
Why?

This will produce good clues about:

how well the intended message is received by a reader,
the tone of the letter from the reader’s perspective,
if the offer is attractive or stirs interest, and
the perceived value of the offer.

Then adjust the copy until your message is clear to the reader. Be open to feedback. Extensive pride of authorship could cost you customers.

“Dear friend”

How often have you pitched these in the round file? Personalizing the appeal increases your response. Period. Be sure the prospect list is current and accurate. No one likes to receive mail with their name, title or trade name misspelled.

If exact names aren’t available, try creating some commonality between you and your potential customers. For example, if your company is selling tax services, try a postcard announcement that begins “Dear Fellow Tax Payer.” Put yourself in the prospect’s mind and ask: “Would I respond?”

When the moon is in the 7th house and Jupiter aligns with Mars

If the deal you offer is too complicated, you’ll lose the reader. Limit the response you want to one, simple action. And give the prospect all the information needed to take action. For example, if you offer a free gift with purchase, be sure to include an order form and reply envelope. If you offer a free consultation, include point of contact information.

Focus the appeal on one key service or group of services. Once the prospect responds, you’ll have other opportunities to introduce more ways to spend money with your organization. When a prospect responds—even if they do not buy immediately—they become valuable for future promotions since name recognition has already been established.

It’s now or never

Create urgency and you’ll produce bigger, quicker results. Include a specific deadline or time period when an offer is available, and stick to it. That will increase perceived value and nudge the prospect to a decision. A time limit also gives you the chance to ensure fast delivery on the offer, especially if the response rate is high.

First published: "National Public Accountant"

Author of the ASAE best-selling book “Smart Marketing for Associations: Marketing Plans That Work”, M. Michelle Poskaitis’ expertise includes marketing planning, positioning, messaging and content development. A contributing writer and editor for association trade press, Michelle is CEO of Originations Marketing LLC and past chair of the ASAE Marketing Section Council. Contact: mmp@originations.net

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