Yes, we are saying that more actually gets you less as far as results with direct mail. Don’t be fooled by the notion that more choices, more text, or more offers is better. That does not hold up to reality. It is harder for your prospects and customers to make a choice, understand more text and pick from multiple offers than if you stick with one or two. With two they can make a comparison, once you move past two, you get confusion. Confused people do not buy. Your ROI will reflect your too many choices with poor results. Not sure if I am right?
Direct mail has been around for a very long time. If you continue to do the same old pieces you have been mailing for a long time, you will see a drop in your response rates. You must create new, fresh and engaging savvy direct mail pieces to get the results you need. Why should you continue to mail with all the other channel options? Here are two stats from the DMA Fact Book: Direct mail customer response rates increased year-over-year by 43% and prospect response rates increased year-over-year by 190%.
Direct mail is a powerful driver of sales. Did you know that you can actually increase its reach through your customers to gain even more customers? Is, it really possible to create direct mail pieces that get your customers to sell for you? Yes it is. This is not easy and must have careful planning but, you can drive customers to sell for you through your direct mail program. It may sound too good to be true, but it’s not. So how can you get started?
Over the past 30 years we have seen a lot of direct mail, from great to horrible. We often get asked what the number one direct mail marketing mistake is. There can be a wide variety of mistakes that not only give you a low response rate but can cost you a lot of money. Rather than highlight a bunch of different issues and provide a short solution, we are going to go in depth on the number one issue we see over and over again.
In 2021 great direct mail can help you beat your competition! Direct mail has consistently performed well for many years. However, not all direct mail is the same. You want to create great direct mail to drive increased response. There are things you need to do to gain an advantage over your competitors. Let’s check out the segments you can focus on to use great direct mail to its full advantage.