Direct mail can be a good way to grow your business, but also can be a costly mistake if it does not work properly. What can you do to get the best answer possible?
Understanding Direct Mail
the first thing to understand is that direct mail can be an uphill battle. Bob Bly, one of the leading American copywriters, quotes the following figures on the rates of direct mail success:
Solo mailing sells one item: 0.5% - 2 %.
lead generation mailing require specific action (call or e-mail you can): 0.5% - 2 %.
lead generation mailing require milder effect (self-addressed return envelope): 1% - 3 %.
can not expect to convert between 10% and 25% water you get from direct mail, but it will probably take some time, especially for high-end professional services.
to take a close look at those numbers and analyze what they mean for your business. If you offer a professional service, this is going to take a lot of e-mail to create a healthy response. That is why I recommend building a business on direct mail alone. It can absorb a lot of money, especially if your company is new and has not had time to build the brand. That said, there are several ways to make sure your mailing gets noticed and fighting chance to work for you.
Best Practices
Your mailer should be eye-catching, to-the-point, and sent to a targeted list of prospects. Here are some tips that will help you put together an effective campaign.
Use a targeted list. Companies such as infoUSA and U.S. data are huge lists with certain demographic that will help you to focus your mailing to your specific target market. On May cost more money, but the better your offer you a better chance of success.
Set a goal of the mailer. If you want prospects to call for a free consultation? Do you want to please answer for your next seminar? What type of activities you want to take them? There are several things you can ask for the ability to do, make sure it says on the mailer.
include an incentive to take action. "The first 10 callers get ...". People love a good deal, and gives impetus to a price reduction or free gift may be just what is needed to generate responses.
proofread and then proofread again. According to Royal Mail survey, 74% of customers do not believe companies that make grammatical errors, while 30% will not buy from them.
Write a good headline. Try to strike the emotions (pain and fear are often used) from the start.
Test your mailing before sending it to thousands of mogućnosti.Slučajni sample of 500 postcards, or letters should give you a good sense of how the market will react to a particular e-mail. You can also test two or more e-mail each other and see which one gives better response.
Several companies are examples of quality direct mail pieces on their sites. Google "direct mail sample" and a list will come up.
you send?
There are several different choices about what to send. Here is a list of the most conventional e-mail.
Postcards
Letters (single and multi-site)
Shop
Magazine / Trade Advertisements
Valpak Coupons
for most high-end services companies, letter or advertisement in a trade magazine will carry more weight than a simple postcard. Of course it costs more, but your answers will probably be more use more thorough method of communication.
time can make the difference
Many businesses are cyclical in nature and business owners sometimes try to address the slow times, thinking that will generate demand. Do not defy the gods of business that way. You'll waste your time novac.Najbolje mail when buyers are willing to spend money on the service. If this happens only at certain times of the year, so it works.
let's recap some of the main points. First, make sure you have a targeted list. Second, proofread your Mailer and do not forget to place a call to action. Third, never full mailing without testing first. Finally, send your direct mail piece at the right time. Best of luck with your next step!
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