Investing in Direct Mail

Direct mail has a rule of thumb of 40% offer/40% list, and 20% design. That could be tweaked to 45/45/10 because what matters most is having a good offer and list. The design should be clear and attractive to make the point, but it is the first two categories that are paramount to a successful direct mail campaign.

Focus on benefits rather than features and offer the recipient something they want. They won’t know they want it until you explain the benefit, and make them an urgent offer that incites them. Remove all barriers so it is as easy as possible for them to get it for the best ROI.

Have a good list. Who are you trying to reach, and how will they respond to you? Do not keep sending the same piece because nothing hits the recycling bin faster than something they have seen already and were not interested in the first time. Change out the images and colors for a new look, and with each consecutive mailing drill down further on benefits so your prospect sees you are confident in your offer.

You can be successful by having a good target prospect, maximizing your offer, and making sure responding to it is simple.