Sometimes taking a look at direct mail from a different vantage point can make all the difference. Many times in planning meetings for direct mail campaigns we spend too much time looking at the big picture of what we want and not stopping to take the steps that will actually get us there. In other words, don’t just talk about your goals, set real steps to achieve them. Start with one thing. What one thing can you do on the direct mail campaign that will be a good step towards your goal?
3 Direct Mail Steps You Can Take Today:
Test a new offer: Get creative on your test offer. What is something you have never offered before that your recipients would be interested in getting? Brainstorm some ideas with your team, while you make sure to focus on costs as well. A good offer does not have to cost you a ton of money.
Create a focus group: Ask a few current customers and even prospects if they would be willing to be a part of your focus group. They can provide valuable feedback on your ideas. You can incentivize them with your services or product at a discount. It is truly worth it.
Change your format: Consider using a format you have not tried before. If you have been using a postcard, try a self-mailer or a letter. Many times just changing the look can help you drive a larger response.
Shaking up what you normally do in direct mail, can give you a boost in response. Do not try to do all 3 of the ways listed above on one mailing, you won’t be able to track what is working. You can do a split test by breaking your list into 4 groups. Group 1 gets what you normally send, this is your base. Group 2 get the new offer, group 3 gets what the focus group picked and group 4 gets a new format. Track responses from each group and see what pulls better. You can then shuffle around groups with the other changes to add to your results. Do not be afraid to try something new. Even if you do not lift response you have still learned something to apply to the next mailing.
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