Direct Mail

With the growing popularity of the internet, it’s all too easy to forget about other forms of reaching customers directly. But surprisingly, direct mail response rates are actually increasing, thanks to better list maintenance and targeting. And while a compelling offer is a must, without the right design and copy, your piece will never get opened and your offer won’t even be considered.

Here are five essential tips to maximise Direct Mail response with the right offer to the right audience:

1. Plain Janes can win. Less is more… design in direct response ads exists solely as a vehicle to make the sale. It’s not there to “create a mood”, get the reader to exclaim “how clever”, or build your corporate image.

2. Photos must support text and convey benefits. Powerful four-color photographs grab attention, but will only work in direct response if they support the benefit – and the benefit is spelled out in the text.

3. Copy is king in direct mail… and the letter is far more important than the brochure. It can often stand alone. In split tests, a letter and response device alone have often pulled just as well as a more expensive package that includes a brochure.

4. Every component must sell. Put the entire sales message on every item in the mailing package. That means the coupon. The reply envelope. The letter. The price list. As well as on the brochure. You can’t predict which item the prospect will read first, or how the items will be separated later.

5. Good design in direct response is not achieved by whim… it’s a precision-engineered machine. To work, it must follow proven rules. First, gain attention with your headline (and/or photo). Immediately, offer your key benefit.