Tips for Getting Your Mail Opened

CRM Magazine provides some suggestions as to how to get people to open your direct mail piece.

While some of the tips are very basic, a few of them could use some additional clarification.

Tip 1: While using Fed Ex or Western Union to deliver a large mailing may be cost prohibitive, there are other options. We have seen mailing envelopes which at first glance appear to be sent via priority mail from a nationally recognized carrier. Upon further inspection these "imitation" mailing envelopes were sent bulk mail. Most prospective clients will open this mailer thinking it is a priority package.

Tip 2: I wouldn't give the impression of a celebrity endorsement without permission. Consult with your lawyer first.

Tip 7: This touches on the concept of incorporating follow-up mailings as part of your marketing campaign. Try a different approach, test a different offer or headline on your additional mailings.

Tip 9: ALWAYS focus on the customer and how your product or service will benefit them, or solve a problem they might have.

Tips 11 & 12: Using a bonus will increase your response rates. Your call to action will be much more powerful if you can say, "Order now and receive this special Bonus, available only while supplies last." Or, "Order by (date) and receive this special Bonus."

Feel free to share any of your tips with us in the comments section. Thanks.

To your success.

Reasons Direct Mail is Still Effective

With the increase in on-line marketing and other marketing channels, such as tv/radio/print, competing for your advertising dollars, the effectiveness of direct mail is often questioned.

However, mailing to a targeted mailing list has consistently proven to be one of the most cost effective marketing tools available. By increasing the quantity of pieces you mail, your per piece production costs will drop and you will likely qualify for bulk mailing discounts. This will help you realize greater savings while reaching more prospects.

Through direct mail you can also deliver a large amount of information and guide the reader through the order process.

If you are able to combine a telemarketing follow-up you can expect to achieve an even greater response rate.

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