The Components of a Strong Direct Mail Campaign

                                                                                         

Here is a quick list of what should go into a direct mail campaign to get great results.

1. Create urgency. Include a deadline to get people moving. Something like “Call before Saturday to get this special deal” works wonders to motivate people to take action.

2. Include a call to action. This overlaps with #1’s example. You have to tell people what action you want them to take, like calling you or visiting your Web site. If you don’t, people won’t know how to make the first step. You need to make it easy for them and just tell them.

3. Write a letter. This isn’t a letter to your mom – don’t talk about yourself. Talk to the customer about how you can help him or her. Use headlines throughout the letter to draw people’s attention in to read the smaller print. Include benefits in your headlines.

4. Don’t forget your contact information. It’s easy to get wrapped up in your message and forget simple stuff like your telephone number, Web site address or email address. Give people multiple ways to contact you, and include a call to action (#2) to let them know your preferred method of contact.

5. Testimonials. People will believe what other people say about your product over what you say about yourself. Testimonials make you more trustworthy, but only if the testimonials seem trustworthy. Use people’s full names and locations – J.B. Smith from Illinois doesn’t sound like a real person. However, John Bronsen Smith sounds like a real person from Chicago, Illinois.

6. Offer a free gift or another strong incentive. People like to feel to get things for free or to feel like they are getting a special deal. Just make sure if you say “free gift” that it actually is free – don’t make people buy something to receive a free gift months from now. Make it free now. People love instant gratification. People appreciate coupons and other incentives and these can be what pushes new customers into your store.

7. Use the word “you” often in your direct mail pieces. This works especially well with postcard printing because people will read at least part of the postcard to see who it’s from before they decide whether to throw it away. You don’t have to get through any envelope to pull people in with postcards.

8. Include a postage-paid reply card. If you want people to take immediate action, make it easy for them by including a postage-paid reply card. This way they can just drop it back in the mailbox on their way out to work the next day and they don’t have to get out their checkbook to pay for anything now. This makes it easier to create an impulse-buying situation.

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