Creating direct mail that gets opened is a challenging task for even the most experienced direct marketer. However, with these simple steps you can create direct mail that gets opened.
Step 1
Use a medium that is non-traditional. When you use envelopes or postcards that are unique in size, color or shape you have a higher chance of standing out in your recipients' mail boxes.
Step 2
Select a look that is non-traditional or more inviting. Your prospective customers are more likely to open your direct mail if they are under the impression it is an invitation. An envelope that looks less like a sales message or credit card campaign is more likely to be opened.
Step 3
You must have a headline that attracts attention. The headline is a very important part of a direct response component and changing it can result in 200% -300% improvements in response, even when nothing else is changed.
Step 4
Create a design that carries over to the letter inside of the mail piece. For example, if you're selling homes, add an interesting photo of a local home or the neighborhood pool to the exterior of the envelope as well as the interior letter. If it is a recognizable area or landmark, your prospective customers will more easily identify it as a reliable source and be more likely to open it.
Step 5
Demonstrate that your offer is a great deal. Unless your prospect feels that what you are offering has value and that she is getting more in results than you are asking in costs, she won’t take action. Make your offer as free of risk as possible.
Step 6
Personalize it. People love to see their names. Add the customer's name to a call out box on the envelope in a place other than the address label. Again, if it is recognizable, your prospective customers will more easily identify it as a reliable source and be more likely to open it.
Step 7
Have a strong and very direct call-to-action. Show people how easy it is to order, by explaining exactly what to do and making responding easy. The more complex you make it the fewer responses you will receive!
For more marketing tips, check out www.dmcadvertising.com.
