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Direct Mail - Facts:

The lift note usually has high readership, and if you have a strong benefit shown here and a strong selling position for the response it can work wonders at a small cost. Since they are so small and are printed four or six up on a single piece of paper they are usually quite low in cost.

 

Inside once they read the few words you have printed on the envelope face? Will it have meaning to them? Will it make them open it? Is there something you can say that will absolutely make that one extra person in 100 open it? Use that. If you had 100 pieces of mail on your desk each morning, what would make you open this particular piece? If you're introducing a new technology, a new product, or an improved version of an old product, play this up in your mailing. Emphasize both the importance of the product as well as the fact that the reader is having an opportunity see it first—an opportunity not extended to other people in the business. This sense of being exclusive, of being first, is flattering, and it can do wonders for your response rate. Achieving a measurable, direct response from specific target customers is still the
direct-mail advertising heart of direct promotion. But the promotion medium is evolving to include not just mail but telephone, print, e-mail, the Internet, broadcast, and even interactive video. The customer's response may be a purchase (or donation), a question, of a request for more information.

 

You run the risk of having your whole piece tossed out without What is the worst the recipient ever getting inside. This is the gravest danger, and the worst that that can happen to can happen in direct mail: the entire package you sent gets trashed before it your mail piece? gets opened. So be careful.

 

Early efforts in the direct-response area focused on direct-mail advertising. A carefully selected mailing list—from the many available—allowed advertisers to reach a specific target audience with specific interests. And direct-mail advertising proved to be very effective when the objective was to get a direct response by the customer.

 

More often than not, the customer responds by calling a toll-free telephone number, or—in the case of business markets—by sending a fax or an e-mail.

More about Direct Mail.   See also: Data Cleaning and Direct Mail Fulfillment.

Response Makers - Direct Mail