Direct Mail Critique, Suggestions and Ideas.

Direct mail, as the name implies needs to be direct. Since most direct mail doesn't get read, and as it becomes increasingly expensive to print and mail you need to take whatever steps necessary to make sure you do everythiung you can to insure success.

Use the following guidelies to help you develop a great direct mail campaign, and get the results you need.
  1. Make them an offer they can't refuse - just sending a brochure in the mail is too soft to be successful, You need a hard-hitting direct mail piece. The direct mail needs to be offer-oriented and so obvious that the reader can't miss it.
  2. Include a strong call to action - Telling them what a great product offering you have is worthless unless you make it as easy as possible to get more information - and multiple sources of response work better than just one, because you never know how your reader wants to respond. Phone, e-mail, website, return mail - anything you can do to get them to respond - do it.
  3. Offer End TIme - don't make the offer open ended forever. Make them act quckly, or miss out on an opportunity. A few days or weeks should work, depending on the offer.
  4. Great copywriting - if you have been able to get their attention with your offer, now you have a few seconds to tell them about your product or service. Add product features and benefits, competitive charts, repeating the offer, etc. Give them additional reasons why they should contact you immediately
  5. Great visuals - pictures tell the story better than words - before and after, bigger and better, more (or less in case of a diet plan) get people to put themselves in the picture and image themselves as that after image - very powerful.
  6. A sharply selected list - make sure you minimize the waste in your mailer. Define age ranges, income leves, buying habits, and other key factors to get teh right list for your needs. Your direct mail list provider can help choosing the criteria that best meets your needs.
  7. Do it more than once - One time it might not get noticed, the second time you have a better opportunity because they have seen your offer before and will likely respond at higher rates.
There are more things you can do, but this list will give you a great head start in your quest for a successful direct mail campaign.



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