4 Things You Can Do to Save Direct Mail!

Let’s face it… digital is everything today.

All CMOs and Marketing Directors think about is the next tweet (or X-out) or YouTube video, or email blast.

For most in the C-suite, Direct Mail is on life support.

But it still is a relevant and effective marketing tool – to attract new leads, to convert prospects, and to advance the customer relationship.

And as with any patient laying in the ICU, Direct Mail needs to combine today’s exciting technology with good, old-fashioned Direct Mail medical treatments to help it return to its featured position in every marketing campaign.

Here are 4 Things You Can Do (RIGHT NOW!) to Save Direct Mail:

1. Make Great Offers!

In the 1980’s and 1990’s, Direct Mail was famous for the great offers that consumers saw inside the envelope.

From Free trials to BOGO, from rebates to product bundles, the offers in Direct Mail packages lead the way in the marketing arena.

No wonder… even today, studies show that 65% of consumers say the primary reason they respond is the offer itself.

50% off. 30-day free trials. Guaranteed weight loss.

When you craft an offer that stands out, your audience will open, read, and respond to your mail.

Make a clear offer. Make it valuable to the reader. Then give them clear directions on how to take advantage of your offer.

(Fast Fact: 71% of consumers report they read direct mail the same day they bring it inside their home.)

2. Use Personalization – But Use it Well!

People love to see their name.

Which salutation do think gets a better response: Dear Friend, or Dear Peter?

When you personalize your Direct Mail piece, 68% of your audience is more likely to engage with you.

Use the reader’s name, their city or state, or, if you have the data, a reference to a recent purchase or inquiry.

But use personalization well.

If you use the person’s name, only sprinkle it into the copy a maximum of three times.

Otherwise, you come off sounding like a snake oil salesman.

Combine personalization with technology: include a PURL (personal URL) so that when the reader visits you online, they arrive at a landing page that also includes personal information (or a simple personal greeting like, “Hello Peter! Welcome to the Acme online store.”

(Fast Fact: 52% of consumers expect you to use personalization!)

(Scary Fact: Only 12 % of mailers use personalization!!!)

3. Where the Freak is the CTA?!?

You send Direct Mail because you want the reader to take a specific action.

To visit your store…

To visit you online…

To place a call to make an appointment…

Heck, you can even get them to place an order right then and there!

BUT…. Only if you have a clear and concise CTA.

Think of the CTA as the instructions on a package of microwave popcorn:

In simple terms, the copy there tells you what setting to use, and the time you set to make perfect popcorn.

Easy – peasey!

So, create a CTA that does the same…

“Here’s what you should do now:

1. Go to www.Peter-T-Britton.com (Your click on that name takes you right there.)

2. Click on the “Samples” tab at the top of the page.

3. Check out the sample type – category or medium – you need to see and discover why Peter’s copy gets great results every time!”

Walk your reader through the steps they need to take.

Heck, for one client, I increased response when I added this to the CTA for his “off-the-page” offer that had a response form the reader needed to complete and return:

1. Take out your pen.

Yup… that simple instruction increased conversions and boosted profits.

(Fast Fact: 64% of consumers took action because of the CTA alone!)

4. Viral? You want Viral?

Shares and reposts.

The digital folks crave shares and reports.

But who are they really sharing that content with and what impact does it really have on that new viewer/reader?

Direct Mail offers you the opportunity to create a truly shared experience.

In you offer, include a way for the target to share their experience with a family member, neighbor, or friend.

“Friend-get-a-friend” offers generate thousands of new leads every year.

Offer a referral discount so that your customer can share the savings.

A great catalog is passed from family to family and that increases your reach exponentially and organically.

(Fast Fact: 80% of consumers share their Direct Mail with family and friends!)

So…

Do you use Direct Mail?

Do you use it well?

Do you reap what you sow?

Because 74% of marketers who use Direct Mail report that Direct Mail has…

· The Best Response Rates!

· The Best Conversion Rates!

· The Best ROI!

…of any medium they use.

Get Direct Mail out of the marketing ICU.

Take it off the critical list.

Make it vibrant and healthy (because that’s the way consumers see it!)

Peter T. Britton,

Resultant

PTB@novuscom.net