1. Mail to a different list
Your list is the most important part of your direct mail campaign. Who you mail to is more important than what you mail. So if you are persuaded that your offer is attractive, your creative is compelling and your timing is spot on, mail to a different group of people and see what happens 2. Change your offer
The offer is the most important part of your direct mail package after your list. So if your response rates are lacklustre, change your offer (my thanks to fellow direct mail copywriter Bob Hacker for this counsel). 3. Improve your creative
Maybe your response rates are depressed because your package is depressing. Why not mail something else, something radically different? Instead of a letter, mail a postcard. Instead of a self-mailer, mail a dimensional mailer. Even hire a brand new direct mail copywriter, someone who will add a fresh set of eyes to your challenge. Just make sure that your new creative is different enough from your existing package that youll know that it made the difference when your response rates change. 4. Mail at a different time
Timing is vital in direct mail. So check yours. Are you mailing to the right people at the right time of the year and the right time of the week? Check and make sure. test your hunches by mailing during a different time slot and see what happens. 5. Offer better payment options
Offering payment by credit card boosts response. Offering a credit or bill-me plan will improve results by 50% or more (says Richard Benson). 6. Offer a premium
Instead of a cash discount, offer a premium (such as an Apple iPod). 7. Give something away
Free is still a powerful word in direct mail. 8. Offer a guarantee
Remove the hesitation that some prospects have by offering a no-questions-asked money-back guarantee. 9. Improve your credibility on paper
Read your package cover to cover, including the cover, and ask yourself (or better yet, ask someone else), why a stranger should trust you. Then overcome that distrust with testimonials, your credentials, third-party endorsements, accreditations and other facts that build trust. 10. Make ordering easier
Is your order form too busy? Have you frustrated prospective customers by giving too few ways to order (only mail, for example, instead of mail and fax and phone). A change here can make a dramatic difference. 11. Ask for the order sooner
Read through your sales message and see how long you are in getting to the point. Experiment with putting your offer and call to action further up in the message. 12. Add to your package
The temptation when response rates are lower than expected is to reduce the size of the package. Instead, add something to the mailer, such as a brochure, buckslip or liftnote (if you dont know what these things are, visit the Direct Mail Glossary at www.sharpecopy.com/glossary.html). You are more likely to boost response by adding to your package than you are by making it cheaper. 2005 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message). |
