Direct Mail Marketing: How To Get More Responses

Direct mail marketing is one of the most effective advertisement methods a business can use - that is, if it is done correctly. Bad copywriting, misleading discounts, and lack of focus won't attract new customers and can even turn off regular clients. It is important to carefully plan your advertisements to improve the response you receive as well as make a decent return on your investment. Here are some tips on how to increase your results.

The most important part of your direct mail marketing campaign is the call to action or CTA. This is the command that tells your customers exactly what you want them to do. It can be as simple as writing, "Call today!" or "Stop by for a visit." However, the more specific you are the more likely you will see positive results. When using email or websites, rather than a generic "click here" link that takes the customer to a page with the same, rehashed information, you should provide a more compelling reason. Depending on what you're selling, it could be a link with text that reads, "See our latest discounts," which has a greater incentive and is more clearly stated. The CTA usually is the final text, but should be prominent and distinguished from the rest of the piece by bolding, italics, size, or coloring.

Customers love anything free and coupons come in a close second place. Direct mail marketing to highlight seasonal discounts or special offers will likely provide a better return, and getting the first transaction is crucial for creating repeat business. The best coupons are those that are simple with few catches such as a percentage off a service. While free giveaways can attract attention, it has to appear to be a reasonable bargain. For example, a free consultation or inspection is not as appealing because the customer does not receive anything tangible, and it serves to benefit the seller more than the buyer. However, advertise a free coffee with any muffin purchase, and you'll likely see a very positive result. Be sure to put an expiration date and any other necessary limitations such as one per day or one per customer.

What does your target market want? Understanding the consumer will help you better tailor your advertisement. To do this, it is important to remain current by researching local competition, reviewing trends in the industry, and reviewing your sales history. Be clear about your services and how you differ from other companies. If you run a carpet cleaning business, what types of stains can you remove? If you are advertising for pet grooming, what are the latest trends in dog accessories that you supply? A generic mailer won't attract as much attention or stay at the forefront of a customer's thoughts.

For direct mail marketing to work effectively, you have to avoid gimmicks and gags. Most mailers whether print or email end up in the garbage, unless they have something new to offer people. Consumers are savvy to scams, so be sure to send something that you would read or buy yourself.