Putting More "Pull Power" in Your Next Mailer

All other things being equal, a well written direct mail piece that reaches a targeted audience with the right offer will make its way out into the world and come back to you with an army of believers and buyers in tow. But . . .

In the world of direct mail, all other things are seldom equal, which is why it's worth applying, where appropriate, some tried and true techniques that can give your mailer the extra "pull power" it needs to generate maximum sales and inquiries.

Next time you're putting a mailer together, consider using some of these proven response-boosters.

• Always include a response mechanism. This can be a business reply card, order form, toll free number, or instructions to visit a Web site.

• Make the letter (if your mailing includes one) the first thing your readers see when they open the envelope. The package should have an orderly flow from the outer envelope to the letter to any additional collateral pieces to the reply card.

• Offer a token gift to prospects who respond promptly to the mailing. The gift should be something that they will find of value and that relates to the product or offer. (Men's Health Magazine, for example, sometimes offers a free gymbag with new subscriptions.)

• 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 she probably won't revisit it. If she sees a time limit prominently displayed, you may spark a decisive positive response on the first read.

• Guarantee the offer. When you sell by mail, include a money-back guarantee good for 15, 30 or 60 days.

• 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 Interior Decorators -- News of the Latest Fabric Styles Inside").

• Repeat your offer on the reply card. Even if someone doesn't read the other pieces, the card can be a quick-reference sale-maker on its own.

For more ideas to drive sales check out archives or visit Ambit Advertising and Public Relations.

Comments

[Ryan Christensen]

Magnet mailers are a good example of a mailer with more power. The DMA reported that a postcard with a magnet attached is ready 52% more often than a postcard alone.