Seven tips for increasing direct mail marketing response
When I provide direct mail marketing solutions for my clients, I have found that these tips increase sales leads and response.
1. Be sure to include a cover letter whenever you send printed literature to prospects or customers. Use the cover letter to acknowledge the request, give a few bullets of feature/benefit copy and specifically ask the reader to take the next action.
2. Always include “where to buy” information in your direct mail packages (email too) if you sell through field salespeople, independent representatives, resellers, or distributors. Some options are a list, maps, and merging the appropriate information right into the cover letter. For example, include the sales contact’s name, title, company, address, phone, fax, email, and website addresses.
3. 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 Note or paper clip to mark the pages.
4. If your company’s business-to-business sales involve more than one contact at a prospect company, consider including 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. Then add these people to your mailing list or database for future mailings.
5. If you mail a free newsletter or catalog to prospects or customers, include a built-in reply card or coupon that pass-along readers can use to request their own subscription.
6. Re-qualify your newsletter or catalog subscription list by periodically including a reply card or form requesting that readers confirm their interest in continuing to receive the newsletter. Be sure to ask readers to update their title, address, phone, fax, and email address. Also include a few qualifying questions about their product interest, application, buying role, time frame, etc.
7. Consider asking the people on your mailing list which way they would prefer to receive future information and updates: Mail or email? If you use email, you can shorten the delivery time and save a bundle on printing and postage.
Put these tips to work in your direct mail marketing solutions, and you should see growth in your sales leads, responses, and bottom line.