With direct mail proven to generate 10 to 20 times more response than other marketing why do so many companies still get the basics wrong? Below are the 7 Laws of Success that will make sure your direct mail campaign is a success and drives new business right to your door.
1. Use data from an accurate up-to-date database – High quality data is the backbone of any direct mail campaign. Don’t use directories, online listings, or budget mailing lists – you’ll be wasting your money trying to contact companies who have moved, gone bust, or who are not relevant to your product/service. Investing in a prospect list that is accurate and up-to-date will pay for itself many times over.
2. Use a personalised, well written sales letter – A personlised letter is more likely to be opened by the recipient, giving you the few seconds needed to create an impact. However, if your grammar is poor or the copy doesn’t flow, the reader will simply bin the letter, wasting all your hard work. Even the layout of the letter is important. If it doesn’t look appealing to the eye it won’t be read. See our article on writing a sales letter.
3. Use window envelopes – never use address labels –What is the first thing people think when receiving a letter addressed with a label? Junk mail. And the first thing they do? Throw it in the bin. Window envelopes look more professional and are much more likely to be opened by the intended recipient rather than their secretary – giving you a few vital seconds to create an impact.
4. Produce a quality flyer/mailer with your USP – if you don’t give the reader a really good reason to contact you, guess what? They won’t! Think carefully about the benefits your product/service offers and explain it clearly and precisely. Then, turn this into a well-designed, well-written and high-impact flyer/mailer.
5. Always include a ‘call-to-action’ – Good design and copy is essential to hook the readers interest in the first place. You then need to tell your reader what to do next – otherwise known as ‘call to action’. For example – “Call now to get your free quote!” or “Visit our Website today and download our new order form!” If you don’t explicitly tell someone what to do, the chances are they won’t bother contacting you.
6. Remember: Repetition creates Recognition – One or two mailers will create a response, but mailing regularly will keep you name where it needs to be – in front of your prospect. And what happens when they need your particular type of product/service, or their current supplier lets them down? Remember: Repetition creates Recognition. Mail prospects monthly and you’ll quickly see your brand recognition – and enquiry levels – increase.
7. Monitor and analyse your response – Be sure to record your response rate and see which mailers give the best response. Simply changing the headline or image can dramatically change the response rate. So experiment and monitor the results – and keep tweaking it until you maximise your response rate!
Getting these Seven Laws right can transform your fortunes and potentially drive millions of pounds in business to your doorstep. If you don’t have the time or resources to carry out regular direct mail in-house Insight Data has a dedicated direct mail division, you can send us an online message or call us on 01934 808 293.
Insight Data Ltd
Insight Data is the UK’s leading supplier of prospect data for the window and conservatory industry, with an in-house direct mail and email marketing department for customers who don’t have the time or resources to carry our database marketing themselves.
