Direct Marketing Update

Author:	Craig Huey	Created:	2/7/2008 4:30 PM
Direct Mail

Direct mail reality check (Part 2)

Here is how you can evaluate a winner from a loser…and one of several formulas I use in creating winning direct mail.

In our last issue, we talked about 2 useful copywriting formulas: AIDA and AIDPPC.

Now let’s take a look at one more, known as the 4 Ps:

Direct mail reality check

When I write or critique a direct mail program, I find it helpful to follow tested and proven copy formulas to create a winning campaign. You should check your direct mail now and see if they match any of these response-boosting guidelines.

For now, let’s take a look at just 2 useful copywriting formulas…

Direct mail: The secret to success

Many marketers underestimate the power of the personal sales letter. It’s the reason why an envelope package almost always beats a postcard, brochure or self-mailer.

In any direct mail campaign, the way that you begin your sales letter is critical. Here are 3 guidelines to help you construct a winning opening that really pulls readers in…

Skip the warm-ups. Don’t waste valuable time with long introductions that don’t have anything to do with your sales message.
Always start with your strongest selling point. Why not hit the ground running? If you save the best for last, you’re likely to lose your prospect along the way.
Surprise your readers. Build curi Read More »

Direct Mail Tip: Use Superscripts to Superpower Your Response

One of the most powerful boosters of response in a traditional direct mail letter is the superscript.

Simply put, a superscript is placement of powerful direct response copy in the area above the salutation. It's an incredible way to hook the reader and create a compelling interest to read the entire letter.

Before I elaborate, let's look at an example of a superscript my agency created for The Weather Channel:

As you can see, a superscript teases your reader's interest before the letter even begins. It also immediately draws the eye with large and dynamic type. It truly begs to be read.

Direct Mail Tip: The #1 Postage Blunder for Mailings to In-house Prospects

In the last issue, we talked about a major blunder direct marketers commit when they don't consider the three primary postage options: metered mail, printed indicia or a precancelled stamp.

We explained that a precancelled stamp would increase your response by a full 12% to 15%.

But another major blunder is using standard class delivery for your in-house prospects (or clients). In-house prospects are qualified, potential buyers and will likely produce a higher response than a rented mailing list. So this is one situation where you don't want the post office dumping or destroying your mail.

The unfortunate truth is that 5% to 15% of all standard mail vanishes during the delivery process. The major benefit of precancelled stamps is that postal employees think it's first class mail...leading to greater care and respect.

One of the most overlooked but important factors in direct mail response is postage.

The very first things your prospect will do when he or she gets an envelope is:

Look at the name.
Look at the return address to see who sent it.
Look at the teaser copy (if there is any).
Look at the postage.

These are the key factors that determine whether your envelope gets opened or tossed.

Direct Mail: The Secret Power of Numbering

Oddly enough, one of the strategies that can really help incrementally increase response is numbering the pages of your sales letter.

Here are simple rules to follow when numbering:

If it is a 1- or 2-page letter, do not number it.
If it is a 3- or 4-page letter, only number pages 2 and 3.
If your letter is 11x17 folded, do not number the pages.
Some of the most successful sales letters have been more than 4 pages long. If your sales letter is more than 4 pages, number each inside page; do not number the first and last page.
If it is a magalog, number page 2 but don't number the first page (cover) or the last page (back cover).

Supercharging Direct Mail and Online Sales: The Power of Indentation

Indenting is one of the many proven tools available to direct eye flow when creating direct mail (it also works for email and websites).

By indenting a paragraph within the body copy of your direct mail piece or on your direct marketing website, you are calling attention to a particular piece of information.

Most of the time the indented paragraph will be in second color; for example, if the body copy is black, we may use red for the indented paragraph. Using second color reinforces what you are trying to emphasize to your prospects.

Make sure the information you indent is copy that will entice the prospect to read the rest of the website or sales letter. Give your prospect enough information to get the main idea, but not so much that there isn’t a need to read the rest of the copy.

3 Overlooked Direct Mail Rules Never to Break

In direct mail, when you follow certain rules you increase response, but when you break the rules you suffer a declining response.

Many of these rules are what a casual observer would think of as minor or inconsequential. But that is false; they are significant and they do impact response.

Direct Mail Secret or Heresy?

One of the little-known secrets of successful, profitable direct mail strategies is something that would make many executives of corporations, or traditional graphic artists, cringe: copy on the back of the envelope.

That's right, we have seen copy on the back of the envelope increase response by as much as 15%. It can be a powerful curiosity stimulator.

6 Powerful Tactics to Boost Direct Mail Sales

Below are direct mail tactics proven to lift response for magalogs, but these ideas can also be applied to other direct mail formats.

Permission-Based List Rental Income for Email and Postal Lists

Did you know that a significant source of your business' income can come from renting your current, inactive and inquiry lists?

For example, I just sent a client of mine, who has a list of about 50,000 names, his monthly check of $53,000. This adds up to more than half a million dollars a year—just for renting his list!

What you must know

You always need to give permission before someone else can use your list, even for a one-time rental.

Little-Known Direct Mail Secret that Can Boost Response

One of the little-known and overlooked ways of boosting response is dating your direct mail piece.

There are several different ways to date your direct mail, some more effective than others.

The most effective way of dating is to put the actual month, day and year on the top of your sales letter as you would a personal letter.

By duplicating what you use for traditional communication, it will make the sales piece more personal, immediate and newsworthy.

Crucial Tips that Bring Your Direct Mail to Life

It's crucial that you keep your direct mail campaign exciting, fresh and intriguing.

In the past few issues I've discussed the benefits of using bullets on your magalog cover as well as how to write mouth-watering magalog cover-copy. Now I want to dig deeper into what really makes a direct mail campaign, particularly a magalog, command your prospect's attention.

Because the magalog looks so much like a magazine, it is hard for your prospects to resist picking it up and reading it.

Mailing List Blunder! A Costly Mistake

Mailing to the wrong address or the wrong person is a costly mistake to your direct mail campaign.

Studies have shown that business addresses change, on average, at a rate of 1% a week. This adds up to about 1.7 million moves annually.

It's not just the company's address

In addition to company address changes, you also need to pay attention to who is still employed with the businesses you are mailing to.

Direct Mail: More Magalog Secrets

In the last issue I discussed the benefits of magalogs and how they are extremely effective for both business-to-business and consumer marketing. I also gave you examples of magalogs I created for my clients.

As you might recall, a magalog looks like a magazine but focuses on selling one product or service. It has an editorial feel mixed with powerful direct response copy that informs and provides value, but also sells.

Placing Graphics Without Distracting the Eye

Placing graphics in your advertisement, direct mail piece or website can be risky if you neglect to use direct response graphics.

Typically, the eye travels from the upper-right-hand corner across the top of the spread, then down the far-left column, and across the bottom of the spread. The gutter is the last place the eye travels.

Therefore, it is a good idea to place photos facing into the page and either above or facing the copy.

In direct mail, the most common formats are:

Envelope mailings
Postcard mailings
Self mailers

There are, of course, many other formats, including magalogs, catalogs, bookalogs, three-dimensional mail and much more.

The power of the magalog

The magalog has been growing in popularity for about 15 years. It is an excellent way to dramatically present your product or service.

Warning: Email...Death at Christmas Time?

If you think that the only email your customers and prospects would consider spam is email sent without permission, you’re wrong.

A recent survey indicated that 55% of consumers define "spam" as anything they don’t find interesting, and that includes permission email from companies they do business with.

Getting trashed in the Christmas rush

Despite the fact that consumers are more inclined to order online during the holiday season, it is also a time when they are more inclined to trash email messages.

Too much to look at

Because people receive such an influx of email during the Christmas season, they tend to be overwhelmed and instead of reading your offer or promotion, they disregard it completely.

If your email inbox is like mine, every day you are inundated with emails. Each vying for your attention. Email is undoubtedly the most competitive marketing medium. Far more so than space advertising, television commercials or even direct mail.

Because of this, it is critical that when communicating with your customers and prospects via email, you take the opportunity to build and strengthen your relationship with them.

Creating relationships and increasing value

Make your emails valuable to your customers. Speak to their needs. If you have any past information regarding gender or age, relate that information to your product or service when sending them your email.