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BOOST DIRECT-MAIL RESPONSE
The idea behind a direct-mail
campaign is to elicit a response from the reader. In fact,
that’s pretty much its sole M.O. So what can you do
to bump up your next campaign’s response rate?
Of course, you need to begin with the right audience and
the right message or offer. Beyond that, there are a number
of time-tested, response-generating techniques you can use:
- Include a response mechanism. This could be a mail-back
postcard, fax-back sheet, business-reply envelope or toll-free
number.
- Offer something special exclusively to readers –
a free booklet, discount on product or services, consultation,
trial offer, etc. Put a time limit on the offer to create
a sense of urgency and dissuade readers from tossing it
in their to-do piles.
- End letters with a P.S. that reiterates your offer
or reemphasizes an important point. Eighty percent of
readers will read the P.S.
- Bulky, substantial-looking pieces create intrigue and
are more likely to be opened than flat letters.
- If you include an order form, make it stand out by
using color and/or a unique design. A well-designed form
has better “pull” than an ordinary-looking one.
- Letters should be graphically interesting and easy
on the eye by incorporating indented paragraphs, underlined
words and portions in color.
- Use friendly, approachable language and avoid being
too technical or business-like.
- Guarantee your product, service or offer.
Need help getting a better
response?
Contact
the Turtles TODAY for a FREE one-hour consultation!
Or, visit our Web
site to learn more
about us and our services.
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