7 Easy Direct Mail Tips that Get Results
1. Cover Letter: Include a cover letter whenever you are sending printed materials. Acknowledge the request, give a few bullets of feature/benefit copy and direct the reader to the next action.
2. “Where to Buy”: if you sell through field sales people, independent representatives, resellers or distributors, be sure to include “where to buy” information in your packages. Some options are a list, maps, and mail-merging the appropriate info directly into the cover letter. Include the sales contact’s name, title, company, address, phone, fax, and email and Web site addresses.
3. Pre-Mark the Hot Zones: If you are mailing multi-product brochures or catalogs to inquirers who asked about a specific product, mention the appropriate page numbers in the cover letter, or use a Post-It(R) Note or paper clip to mark the pages.
4. Find the Influencers: If your company’s products involve a complex sale, influenced by non-decision-makers, include a question on all reply forms asking for the names of others at their company who would like to receive information on your products or services. Add these people to your mailing list or database. Approaching the decision-maker from multiple points can be very effective.
5. Pass It Along: If you mail a free newsletter or catalog to prospects or customers, include a built-in reply card or coupon that can be used by pass-along readers to request their own subscription.
6. Keep Your Data Fresh: Periodically include a reply card or form requesting readers to confirm their interest in continuing to receive the newsletter. Ask readers to update their contact information. Also include a few qualifying questions about their product interest, application, buying role, time frame, etc.
7. Check the Rates: Postal rates change more often than they have in the past. According to the Direct Marketing Association, postage is typically 40% of the cost of sending out catalogs. A 10-page catalog may cost the same in postage as a 35-page catalog. Don’t miss the chance to showcase more of your product line.
With my clients, I’ve found that these tips increase direct mail sales leads, response–and results. Do you have a tip to share? Let our readers know in a comment.