Direct Mail Tips
- A mail piece is more likely to be retained for future reference than a newspaper/magazine advertisement.
- If you mail to your customers on a frequent basis then it’s best to vary the offer/appearance from one time to the next.
- As a general rule-an attractive free gift will have greater value appeal than a discount of the same value.
- In your letter it’s best that the offer and benefit are expressed in the first paragraph, since your main points get communicated even if the entire letter is not read.
- About five times as many people will read the headline as read the body copy.
- Your headline will gain greater readability if it’s stated in terms of the reader’s interest and promises a reward or benefit.
- It’s beneficial to repeat the benefits and essentials of an offer on the reply card.
- The quality of response is more important than quantity of response. A 1% response for free information with a 25% follow-through purchase rate … is more successful than a 2% response with a 10% follow-through purchase rate.
- If you plan to mail first class in a #10 envelope, your offer will have a higher response if you use an actual stamp on the envelope instead of metered first-class postage.
- How often should I mail my list? The best rule is to mail as often as the list continues to be profitable.
*For 10 more key marketing rules, simply complete the form below and submit.