Direct Mail Part 5: Increasing effectiveness

The final instalment of our Direct Mail series is just some quick hints and tips that can increase your mailshot effectiveness.

1. Change the headline on your letter. Your product may not change but your opener can
2. Change the timing of your mailshot. By varying the day of the week we increased readership of our own e-mailer by over 20%.
3. Focus on a different product benefit each time to see what works best
4. Get the right message to the right people. Send different messages to different people based on demographics
5. Include a brochure as well as a letter.
6. Include a free gift. It can convince people to respond
7. Learn from experience. Use your direct mail to improve your data
8. Offer a payment option such as interest free credit
9. Provide an early bird incentive. Prompt early action by limiting the time an offer is valid for
10. Offer a number of ways in which people can get in touch.

I hope you have found this series useful and if you wish anymore information please do not hesitate to contact us on;

01356 625033

enquiries@printmatters.info

PrintMatters on Facebook www.printmatters.info/facebook 

Direct Mail Part 2: Planning your mailshot

Last week I discussed how direct mail can help you. This week you need to decide what you want to realistically achieve from your mailshot. Set yourself some targets whether it is number of enquiries, revenue generated or encouraging visits to your website.

If you want to target new customers then you will need new names and addresses. An external supplier can source names for you or you can generate the data yourself.

• Business directories
• Online sources such as yell.com
• Other peoples lists. Look at the person sitting next to you; they are a non-competing business in your area so why not swap lists?

To get a response you have to understand what people respond to.  Self interest and the need for news are two things that you need to focus on.

People take notice if they can make money, save money, save time or impress others.

Now you have grabbed the attention you need to give the recipient the opportunity to respond.

This could be a tear off slip, an order form an entry form for a competition. Whatever it is, make sure to gain more contact information.

Next week we will discuss writing and designing the mailshot.

enquiries@printmatters.info 01356 625033

How does Direct Mail help my business?

Over the next five weeks I will be enlightening you all to the benefits of direct mail.

Part one is working out how direct mail will help your business.

The reason why direct mail is so effective is because the first thing that people do when they get home from work, or arrive in work, is check the mail.

Direct mail helps you to achieve the following objectives;

• Increase sales to existing customers
• Build customer loyalty
• Re-establish contact with lapsed customers
• Generate new business

Direct mail does not suit everyone but here are some types of companies and what they can achieve by using it;

Ø Small businesses – a cost effective way of building relationships with old and new customers

Ø Start-ups – with a relatively small outlay for direct mail this is a great way to get your business off the ground with potentially high returns

Ø Retailers – use direct mail to build customer relationships and develop reputation of the brand

Ø Sales – to generate leads to follow up or to launch new products

Ø Events – get the relevant timely message out such as insurance renewals

Ø Fundraisers – one of the most effective use of direct mail to generate huge amounts of money

Next week we will talk about planning mail shots. 
PrintMatters; enquiries@printmatters.info. 01356 625 033.

Direct Mail tips

If you’re not contacting your customers, you can bet that someone will be. Imagine if that someone was your competitor?

The majority of businesses lose customers through lack of communication not bad service or poor products.

Contact your current customers via targeted direct mail. They already know how to spend money with you so it’s a lot easier to get them spending again.

Why not obtain a mailing list based on your current customer’s profile. Did you know you can receive up to 1000 business contacts from a local Business association absolutely free?

Repeat

In order for your message to be noticed you have to repeat it at least 3 times.

Personalise

Remember PrintMatters are a digital print company so we can personalise every individual piece of mail.

Be friendly

When writing the mailer write it to an individual and it will sound much more appealing.

Dont drown them

You want to create an interest in your product, service or company, you don’t want to bore them to death. Focus on the key benefits and what they will do to improve their life.

At PrintMatters we can design, print, post and cleanse your list through our mail return system.

PrintMatters, we do more. enquiries@printmatters.info 01356 625 033