| If you're new to direct mail, it may seem like a | | | | creative, or the size, shape, colors, and words used in |
| bewildering array of strange jargon and mathematical | | | | the mailing. Bold fonts, colors, and underlining will all |
| formulas. However, it's relatively cheap (compared to | | | | attract attention to your message. Talk to your |
| a full-blown branding and general advertising | | | | customers directly, using "you" and "your". Discuss |
| campaign). And, it can all be tracked and measured, | | | | their problems and highlight how your customers are |
| so you can tell exactly what's working, what's not, | | | | able to solve those problems by using your product |
| and where your revenue is coming from. | | | | or service. Don't forget to include a "call to action". |
| Q: What response rate will I get? | | | | This is "direct marketing speak" for a sentence or |
| A: Unfortunately, there is no hard and fast rule for | | | | two that tells the reader to do something, such as |
| response rates. A general rule of thumb is that 1 -2 | | | | "Call Now!" You can experiment with different colors, |
| % of people on your list will buy low-cost products | | | | sizes, and copy versions and test them against each |
| or services, 6-10% will ask for something that's free, | | | | other to see which one works the best. |
| and.2% will buy a high-cost item. | | | | Q: How can I cut my costs? |
| Q: How can I get my response rates as high as | | | | A: Try sending a series of smaller mailings rather than |
| possible? | | | | one large one. That way, you can see which lists (or |
| A: The success of any mailing depends on three | | | | formats) work best before committing yourself to a |
| things: | | | | full campaign. Here are four additional steps you can |
| 1) The List of People You Send it To | | | | take: |
| The list is the most important part of any mailing. It | | | | 1) Change the size and shape of the mailing Talk to |
| accounts for 60% of your response. The best ones | | | | your printer to make sure your mailing isn't |
| are lists of people who have previously purchased | | | | overweight or oversized. They can also help you with |
| products or services similar or related to yours. In | | | | paper size, weight, colors, and costs. An 8 1/2 x11 |
| other words, if you're selling baby carriages, you | | | | 10-page brochure on thick paper will cost more to |
| might try a list of people who have recently bought | | | | print and mail than a 6x9 6-panel self-mailer. It's a lot |
| infant car seats. The more closely the people on your | | | | cheaper to change the design before they start, and |
| match your ideal buyer or previous customers | | | | a smaller, lighter package will require less postage. |
| (business size, type of business, job title, etc.) the | | | | 2) Share printing costs with other businesses Choose |
| more likely it is that they will respond to your mailing. | | | | a printer that "gangs up", or combines, print jobs |
| Existing customers and prospects who already know | | | | from multiple customers. You'll get full-color printing |
| your company or have purchased your products will | | | | and save money because the setup, ink, paper, and |
| generate higher response rates than an outside or | | | | printing costs are spread around over different |
| rented list. | | | | companies. If you think you may need a few extra, |
| 2) What You're Offering and How Much It Costs | | | | order them. Much of the cost is in the initial setup, so |
| The second most important part of your response | | | | doubling the quantity won't double the price. |
| rate is the "offer." This is the product or service you | | | | 3) Keep your list up-to-date. A little effort in making |
| are promoting and the price. Usually, the lower the | | | | sure the names and addresses on your list are |
| price, or level of commitment, the higher the | | | | current can go a long way. Sending mailings to old |
| response rate. For example, an offer of a free | | | | addresses wastes money, paper, and effort. |
| Hawaiian travel guide aimed at lead generation will | | | | 4) Give the post office a helping hand. The less work |
| yield more responses than a mailing promoting an | | | | the post office has to do to sort and deliver your |
| immediate purchase of a $5,000 vacation package. | | | | mailing, the less they will charge you. So, put your list |
| You can boost response with a free trial, extra | | | | in zip code order. If you have more than 200 pieces, |
| bonuses, or a limited-time offer. | | | | you'll be eligible for postage discounts. The larger the |
| 3) The Design and Content of the Mailing | | | | mailing, the bigger the discount. It's like getting |
| The last factor that influences response rate is the | | | | postage on sale. |