Direct mail is a powerful tool in Marketers back pockets. Many marketers have forgotten the gift of direct mail and what it can do to their ROI. Are you one of them? With so many channel options and a focus on a more digital strategy it is not really so surprising that direct mail is left in the pocket. You look at the cost of postage alone and it can be a real turn off. However, if you are not using direct mail you are missing out! Why you say?
Too many times marketers are so focused on design that they lose sight of the importance of good copy for great direct mail communication. They end up with direct mail copy writing that is talking at someone instead of to them. This is not effective communication. This is seen as preaching to your prospects and customers. There is no value in that. Don’t waste your time on copy that will not sell, after all that is the whole point to sell your product or service. Let’s look at how to make your direct mail copy sell.
Driving response is the biggest challenge for marketing no matter the channel. One of the best benefits of direct mail is that it has an easier time overcoming the resistance to responding. Of course, not all direct mail works. How can you get your direct mail to drive a better response? Let’s look at 4 tips.
In order to be as effective as possible your direct mail needs to be compelling. There are several factors involved with this. You need to send to a list of people who will be interested in your product or service, targeting to well qualified people will make your offer more compelling to them. You need a good relevant offer and finally you need a good attention getting design. For now let’s assume you have a good list so that we can focus on your design and your messaging.
The very first thing that direct mail needs to do in the mail box is catch people’s attention. There are many options out there for you to choose from that can take your drab mail piece to a fab mail piece.