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Prospective Prospects ~ To Mail or Not to Mail, That is THE Question

Guest post by: Lisa Manyon

Article Overview: Dollar for dollar direct mail out-performs and out delivers many traditional media outlets. However, there is a method to the madness and reasons why some DR techniques fail.

Prospective Prospects ~ To Mail or Not to Mail, That is THE Question

Do you utilize direct mail techniques to increase business or are you still stuck in the ad agency train of thought that says direct response mail doesn’t work?

Dollar for dollar direct mail outperforms and out delivers many traditional media outlets. However, there is a method to the madness and reasons why some DR techniques fail.

Recently a direct mail piece was sent to my list and I’ve received fantastic feedback. I know there are some people shaking their heads and wondering why I would invest in direct mail with typical response rates of 1 to 2%. Let me explain.

Direct mail when implemented properly does produce results. There was certainly a time, back in the day when I worked for ad agencies, that I questioned direct mail too. I trusted the statistics and previous mentors who had experienced direct mail results that were less than favorable. Then I started studying the masters of direct response copy and mail. My tune has changed and I am sure a lot of that has to do with exposure to Dan Kennedy and Glazer Kennedy Inner Circle (among others).

Here are some tactics I use to make my direct mail stand out. My direct mail is well branded, lumpy and provokes thought. Not only that, it’s personalized with a call to action.

You can experience DR success by implementing the following techniques.

1. Have a purpose. Clearly define what you want your direct marketing piece to achieve.
2. Know who you are talking to and speak in a language that reaches them.
3. Personalize the piece by using your customers name.
4. Re-educate clients on your value.
5. Ask your reader to take action.
6. Include a promotional item that adds dimension to your mail piece and value to the recipient.
7. Timing - schedule local market delivery to coincide with networking events and national delivery to coincide with something timely on your blog or in your ezine.

This list may seem simple and it really is a quick highlight of what you need to incorporate. However, it works. Here’s what I did to make the most out of my mailing.

I sent a personal letter to my list to ask them to hire me for future copywriting projects.

Each letter was addressed to the individual by name.

I included a brochure that re-educates clients on the value of copywriting and made sure all materials were branded.

I asked recipients to not only hire me in the future but to do something for themselves in the interim.

I included a promotional pen and suggested it be used for personal correspondence and that I should be hired to write copy.

Locally, I mailed this right before a Chamber of Commerce networking event. Key people at the event received my mailing the day before or the day of the event. Buzz was created and others wanted to know more about the mailing.

The ultimate outcome–several new leads including requests to develop training for a program via the local college providing customized employer training in the workplace. Oh and an increase of my list because the buzz made others so curious they requested a copy of the mailing.

Finally, about the cost effectiveness of direct mail~ with only one of the leads converting to a sale (and I am sure there will be more), I have more than paid for the mailing.

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Article Tags: ad agency, direct mail, direct marketing, direct response, glazer, inner circle, local market, mail piece, mail results, mail techniques, mentors, method to the madness, national delivery, networking events, promotional item, response mail, response rates, traditional media outlets, train of thought, typical response



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