Direct-mail marketing is popular with entrepreneurs throughout the world, who rely on it to sell products and generate leads. But with an average 2-percent response rate, the difference between a good package and a great one can mean the difference between spending a fortune and making a fortune.
To increase your response rates, always start with a clean, well-qualified mailing list, then follow these top copywriting tips.
Use five components: an envelope, a letter, an order form, optional inserts and a return envelope. For a small test, mail 2,500 to 5,000 pieces. Send out a mailshot to the same mailing list at least three times a year.
The envelope is your `handshake,’ – a teaser on the outside of the envelope is a vital component. For example – SPECIAL OFFER INSIDE
Your letter should explain the benefits of your product or service, followed by the features.
Be sure your letter includes a sentence or headline before the salutation that highlights your marketing hook. For example “be one of the first people to own ……. “
And don’t forget to put in a P.S. – the second thing people read in a letter is the P.S., because your reader will look at the P.S. before actually reading the contents of your sales letter. Your PS should contain some aspect of the offer that makes the recipient want to read the contents of the letter.
Make your order form clear, brief and easy to fill out, and always include a phone number and website.
Include your telephone number and website on every page, because you never know which section of your mailing piece your prospect will keep.
Avoid the contents of your mailshot being printed in just one colour. Keep your envelope and letter stock consistent, but for the rest, use different textures, sizes or colours.
At the same time, don’t over design. Some of the best packages are simple-looking.
Lack of a single focus is one of the biggest mistakes entrepreneurs make. If you have a good offer, it should be the main thing in your mailshot. If you have a one-of-a-kind product, make that the lead item.
The more pieces you include, the better, as long as each explains an additional benefit. Always include brochures to explain complex services.
Stipulate a closing date. Force your customer to order before a closing date to obtain that special offer. To get this message across use coupons for limited time offers.
Testing is vital and should be ongoing. If you’re serious about using direct mail to build your business, use it continually. And then test – test and test again.
