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Ingredients for Successful Direct Mail Marketing
In today’s multimedia environment, business owners have many options to send their messages to potential customers. But, the best return on investment (ROI), comes from direct mail. Corporations spend millions of dollars experimenting and researching different ways of improving response rates. They are aware that direct mail marketing is the best form of advertising to leverage greater effectiveness.
What makes direct mail a catalyst for action or a recipe for conversion is its strength as a multi-tasker. We’ve seen it work, time and again, in our more than 30 years of experience at Mellady Direct Marketing: A letter has a personal message and a business offer combined. A brochure packs information into the mailing and dramatizes benefits of a business’ services, while an order form triggers action and extracts a response. The addition of testimonials to your mailing can increase the “bandwagon effect,” and a benefit headline can establish credibility and introduce a trigger for action.
Each element performs a specific function in a dedicated way, and the pieces all work together to accomplish the business owner’s goals.
Here are some tips for maximizing the return on your direct marketing investment:
• Have a Good Offer. This is a must to achieve maximum success. When a potential customer receives your mails it must be enticing and offer them a benefit, such as a coupon or limited time offer, to move them into action to to visit your business or website.
• Keep It Simple. In direct mail being simple works well to catch the person’s attention. Having too much text will make your piece appear cluttered, and it is more likely to go unread. One technique is to highlight a few benefits and have a clear call to action.
• Maintain a Good List. Develop a targeted list to increase your chances of a successful mailing. Knowing whom to target is half the battle. Your campaign will be more profitable if it is reaching people who need or want the offer. A good target will avoid wasted effort.
• Be Different. Improve conversion rates by putting teaser copy on the envelope like, “Exclusive Offer Inside.” Also play with colors of the envelope other than plain white and use odd size envelopes, too.
According to industry veterans, the Los Angeles direct mail services market is dotted with wonderful players capable of strategically integrated and multi-channel direct marketing campaigns. They offer strategic planning along with media services besides printing support.
What distinguishes them is their skill in leveraging all available direct marketing tools to achieve the maximum benefit for their clients.
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