How to Reach Your Prospects
75% of Americans surveyed said they were more likely to pay attention to direct mail– which was three times more than unsolicited e-mail, Internet pop-up ads, telemarketing calls, door-to-door marketing or mobile phone messages combined.
—The Envelope Manufacturers Association Foundation
2006 Survey Results
Direct Mail is still one of the most effective marketing tools available. According to a 2007 study by the USPS, “Contrary to the image that direct mail is ‘junk mail’ and is tossed without consideration – a majority of respondents report they visually scan or read the direct mail advertising they receive.”
Why Direct Mail Works.
- Your marketing message reaches more people for relatively little money. A single salesperson, no matter how good he/she is, can only go so far. A well-written direct mail campaign can reach thousands. Let it do the selling for you, direct your customers to order by phone or from your Website, or prequalify appointments for your salespeople.
- You can target your prospect. Pinpoint your most likely customers by area, income, age, home ownership, occupation, automobiles, lifestyles, etc.
- You can see quickly whether or not it’s working. You’ll know within two weeks whether or not your campaign is working. Response rates vary depending on the offer, the quality of your list, and the effectiveness of your sales pitch. You can code your mail pieces to test the effectiveness of different variables.
- It’s “real.” Direct Mail gives you the best opportunity in advertising for a one-on-one moment to capture your prospect's attention. Even if it is ultimately bound for the circular file, your customer sees it, touches it, and reacts to it. So make it worth their while to read your offer.
What Are the Secrets to Successful Direct Mail?
- Write a Great Headline. If your headline doesn’t capture a reader’s attention, it doesn’t matter what else you’ve written, it won’t get read. The reason is simple, your prospect will decide whether or not to keep reading based on your headline. Write a lot of headlines and read them out loud. ProGraphics has a file of tried and true headlines. We'll help you get it right. Call us.
- Get your letter or your flyer opened, and most importantly, get it read! Personalize your messages. Address your customer by name. Write your copy as if you are talking to a friend. Use short words and sentences. Use the words “you” and “yours” a lot.
- Write about benefits, not features. Identify and write about what your customer needs and wants, not what you do. Your prospect doesn’t care about your company, except how you can help him.
- Make a clear offer of value. Give the reader something. Make it worth their while to read your offer. Give them a great deal, advice, education or amusement.
- Ask for action. Always ask your customers to order, call, or come in… the sooner the better. Offer incentives and deadlines to act immediately.
- Advertise regularly. Repeat Mailing = Increased Response. Give your target market time to hear, recognize, and trust you and your offer. Keep your message consistent.
How ProGraphics Helps You Deliver Your Message
Together with you, the direct mail experts at ProGraphics can help you determine the goals of your direct mail campaign and figure out the means to achieve those goals. We will assist in all aspects of your campaign, from the concept and design, to list acquisition, data management and the achievment of the desired outcome. We have the experience to help you avoid problems, by offering advice and listening to your concerns during every step of your job.
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