Direct mail can be a lethalweapon in the hunt for new customers or increased revenue – if it’s done right.Because it reaches into a customer’s home or place of business, direct mailalmost always gets noticed. But there are a few tricks you can use to keep yourdirect mailer from hitting the trash can along with other "junkmail:"
• Be creative. Direct mailneeds to be more than a solicitation letter, but it shouldn’t be distasteful orhard on the eyes. There’s a fine line between leaving a positive or negativeimpression. Use typefaces that are easy to read. Don’t use murky or hard tolook at graphics. Bright, vivid colors might be okay at Easter, but not in amailbox.
• Use postage stamps insteadof metered stamps. The piece looks more personal.
• If you’re using a database– either your own customer list or a purchased list – make every effort topersonalize the address line. No one wants impersonal mail that says"Occupant." Any salutations or titles should be correct; a pieceaddressed to "Miss Jonathon Jones" will hit the trash quick. And makesure your list is up to date.
• Use a unique sizedenvelope or card. Your piece is competing with dozens of other items in acustomer’s mailbox. Make it stand out, and make something your customers wantto read.
• Try sending direct mailout on an odd day. Most direct mail arrives on Mondays or Tuesdays. Send yourmail out so it might arrive on Thursday or Friday. This will help your piece toget noticed (less mailbox competition), and give the recipient time to act thefollowing weekend.
• The two most read parts ofa direct mailer are the headline and any "P.S." line. Make themattention-getting, interesting and cause them to read more. Use a"P.S." line to make some kind of additional offer – a special"members only" discount, a discount/freebee to the "first 100people," or a "free" added service.
• When creating your directmailer, think like the recipient. What’s important? Why should I read this?What will I gain? The right perspective can result in powerful and successfuldirect mail.
• Make direct mail a regularpart of your advertising efforts. Keep your name in the customer’s mind – theymay not need you today, but they might tomorrow.
• Try sending direct mailersto a more select audience, then follow up with a phone call. This alone candouble your response rate.
• Constantly test yourdirect mail by adjusting a variable with each mailing – price, special offer,headline wording or size, etc. Compare success rates between mailings. You’llsee which version wins based on sales or traffic increases.
– Source: Tire ReviewBusiness Toolbox
