With the internet being so popular because it costs so much less to work with, fewer businesses are using direct mail.
And that, according to several full time practitioners of direct mail marketing has done them a favour. There’s less competition in the mail box, (especially business to business) thus enhancing the chances of direct mail material being read.
There are, however, some key steps to increasing your chances of pulling response.
If you think about the way you read a newspaper or magazine it’s likely you notice the advertisements but because they virtually signal ‘I’m an advertisement’ you pass right on by, not bothering to read them.
The same goes with direct mail. If the envelope or what it is that you’re sending says ‘junk mail’, your chances of someone reading it reduce immediately.
There are a number of stunts to increase the chances of your mailing being opened.
Lumpy mail is inserting something into the envelope/ package that makes it stand out so curiosity tempts the recipient to open it. Whatever is included must be relevant to the message.
Inexpensive items sometimes used are: packets of flower seeds: used if you’re promoting a product that helps businesses grow; an eraser: wipe away your troubles; USB stick; toy soldiers and so on.
Being imaginative is the key.
One real estate agent we have heard of sends out a small brown paper bag with a stamp. It carries a letter that headlines: “Here’s why there’s no free lunch when selling your home” – the letter talks about sellers getting what they pay for and that discount agents provide a lower quality service.
Letters that look personalised such as those being hand addressed, or the return address having a personal name, or the letter carrying a postage stamp instead of bulk mail barcoding will also have a greater likelihood of being opened.
In whetting your target’s curiosity to open the letter it needs to be remembered that a sale will never be achieved unless the person receiving the mailing is a quality prospect.
For instance if you’re marketing a type of computer software, there’s not much point in sending a letter to someone who has no use for this type of software.
The mailing has to be to be of interest to someone who uses this type of software.
What’s more, it has to follow the key principles of achieving a sale – arouse interest, create a desire for the product perhaps by highlighting the problems that having this product will overcome, plus it must provide strong evidence that the software is capable of performing what the prospect would need it for, plus make a great offer and have a call to action.
Multi sequence mailing generally performs better than a single contact. Despite the increase in cost, the ROI from multi mailing is generally higher.
The second mailing should be about 7 days after the first with the third seven days later.