Insights – Want To Raise Your Direct Mail ROI? Send In The Reinforcements!

Direct mail has shown remarkable staying power as a lead and sales generating marketing tool. But to spring free from the junk mail jumble and hit home with a message too enticing to toss, you need to go all in on visibility and urgency.

These response-boosting reinforcements can give you a valuable competitive edge the next time you’re sending a mailer to overloaded residents and businesses.

  • Offer a token gift to prospects who respond to the mailing in a timely fashion. The gift should be something that they will find of value and that relates to the product or offer. Omaha Steaks, for example, sometimes gives out a free meat thermometer with orders over a certain dollar amount.
  • Put a physical object in the mailing to make it stand out from all the flat envelopes people get. The object can be a product sample or a premium like a refrigerator magnet, pen or small calendar.
  • Put a time limit on the offer to create a sense of urgency. Once the reader puts a letter aside he probably won’t revisit it. If he sees a time limit clearly displayed, you may spark a decisive positive response on the first read.
  • Provide a 100% Satisfaction Guarantee. Instead of simply offering customers their money back, you promise to make them happy in whatever way it takes, be it an exchange, upgrade or some other improvement of the experience.
  • Add a Refer A Friend incentive. When customers recommend your business to a friend or family member that results in a sale, they get a discount on their next service or purchase.
  • If your mailing list contains titles but not names, place a description of the person you’re trying to reach on the outer envelope (“Attention Coaches — News of the Latest Athletic Gear Inside”).
  • Always include a call to action. This can be an order form, toll free number, or instructions to visit a Web site.

A persuasively written direct mail piece can sometimes get the job done on its own. But don’t underestimate the value of proven response-boosters to push your next mailer over the top. Send them into action and see how well they can elevate your impact and results.

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