Get the most from your mailings to potential customers using tips from a direct-marketing pro.) What does it take to get someone to buy a car? A personalized letter promising a $1,000 discount ca... What does it take to get someone to buy a car? A personalized letter promising a $1,000 discount can go a long way. Thats what I discovered years ago in Canada when I worked on a direct mail campaign for Ford, promoting Lincolns Town Car, Continental and Mark VIII. We told recipients that all they had to do was visit a dealership, negotiate their best price and then produce the letter to save another $1,000. Sales took off. Consumers are bombarded these days with advertising messages. Direct marketers like me are part of the reason. For 12 years in New York and now in Hollywood, Fla., I have run Lois Geller Marketing Group, a marketing advertising firm with big clients such as J.P. Morgan Chase, as well as other large companies. Sending an offer by mail can cost anywhere from $1.00 to $150 for each prospect, depending on the different components of the campaign. For the most part, direct mail is more expensive than advertising, or e-mail or social media, and it can also be much more effective in the long run. How do you get the most out of the money you invest in your direct mailings, whether you handle them in-house or hire an outside firm? Here are eight of the approaches I recommend to clients. 1. Save the postcards for vacation. The classic letter in an envelope has a much better chance of generating a significant response, in my experience. To most consumers, serious mail comes in a letter, which is private. The act of opening an envelope and unfolding the letter is engaging. A few years ago my company created a two-page letter for a firm that was selling a $2,000 annual subscription service to advertisers and ad agencies. Our client had done fairly well with a post-card campaign. It was generating paid orders at a rate of about 0.75%. We thought we could do better. We created a letter to the ad agencies that said, If you can send me an e-mail with the 4 letter code above, Ill send you a secret that will help you land new business you didnt even know was loose. Each recipient had a private code, available only in the letter. Paid response increased to 11%. 2. Impose a deadline. Give recipients a valuable freebie that they cant get any other way than by responding now. It should fit what you are selling. For instance, if you were a tax preparer trying to attract new clients for next year, you might send a mailing in January of 2013 offering the first 100 new customers a free leather binder to store their 2012 taxes and tell them that the offer would expire on March 15. Potential customers who cant procrastinate will act immediately. We call this a call to action. 3. Emphasize your products benefits, not just its features. Say you are selling a teapot with a spill-proof spout. Rather than simply mention the spouts spill-proof shape, focus on the problems it will prevent: burned hands, ruined suits, embarrassment. How do find out what your prospects will value most about your product? Ask them. For instance, if you were selling the spill-proof teapot, you might want to chat with tea buyers at your local supermarket to find out what teapots they use and how these pots could be improved. 4. Outdo the competition. If you are a dry cleaner, and ABC Cleaners down the street is offering 20% off to new customers, give your regular customers 25% off as an incentive to stay loyal. 5. Use real people. I have found that when we include photos of actual customers or employees, rather than models, in our mailings, the response rates go up. Your direct marketing agency or art director can help you arrange an inexpensive photo shoot and get the permission you need to incorporate the pictures into your ad. 6. Rent the right list. List brokers will offer to sell you all kinds of lists. Ask for those with recent high responses to offers to products similar to yours. I suggest using a list broker whos a member of the Direct Marketing Association, a reputable trade group. 7. Get personal. If it looks like your letter and envelope might have been in the hands of a real human being at some point, customers will be more likely to open it. Sign your letter in blue ink. Use the same ink to highlight a paragraph or to add a margin note. (The art director on your campaign can help you add your black ink handwriting on the layout and change it to blue.) Try a real stamp (or stamps) on the envelope. The more unusual the stamps, the better. Use a blue signature line above the return address. 8. Repeat your offer in the P.S. People often read that one first. When we mail our own newsletter, I usually write personal notes on about 100 of them. I might mention someones family or a catalog their company had done. Typically, about 50% of that group will respond. In an e-mail driven world, a human touch can have a dramatic impact. So, try it. Source: Free Articles from ArticlesFactory.com .
Top blog stories
A review of Idmobile.com
Idmobile.com offers both pay-as-you-go and contract plans. Pay-as-you-go plans are ideal for customers who don't want to be tied down to a long-term contract, and they can purchase bundles of data, minutes, and texts as and when they need them.
Idmobile.com offers both pay-as-you-go and contract plans. Pay-as-you-go plans are ideal for customers who don't want to be tied down to a long-term contract, and they can purchase bundles of data, minutes, and texts as and when they need them.
AO.co is a trusted expert in TVs, washing machines, clothes dryers and other household appliances. AO.com is one of the largest retailers in the UK and it specializes in electronics, clothes and home furniture.
At Three, we believe phones are good. They just make life better. Easier. And more fun. But
we all need to find a balance that works for us. Our mission is to help our customers use
their phones to live their best lives.
We make your life easier
Since 1992, we’ve been helping customers get the best deal on their dream phone. We firmly believe in giving you the highest quality, for the lowest price. That’s why we work with three of the UK’s leading networks to do all the haggling for you,...
At Halfords, we're all about the journey. With more than 700 stores with over 10,000 colleagues, we're the UK's leading retailer of automotive and cycling products. We are also the leading operator in MOT, tyres, car servicing and car repairs - pleasing more than 750,000 customers every year.
It's important to us that everyone gets great customer service and can enjoy our products, no matter their level of sight. So, if you're blind, partially sighted or struggle to see or read the screen, we’ve a range of features to help you get the most from our products and...
Look iconic, without the hassle— using Nasty Gal discount codes, you can shop your favorite pieces for way less by simply entering one of our promotional codes (of your choice) at the checkout. From delivery offers, to promo deals, we keep ‘em coming, so you always have the offer you...
The Covid-19 has caused the school and universities to shut down around the world creating a major issue in Learning and Education. As this virus spreads through the interaction and if social distanci... The Covid-19 has caused the school and universities to shut down around the world creating a major...
Why its Important to Manage Your Holiday Calendars?
A printable calendar 2021 is a prominent online platform where you download printable calendars of your choice. These calendars can be customized as per our client requirement with photo, text, logo, or any other image. If you are thinking of planning a dream vacation tour with family and kids but...
Flannel sleepwear is without a doubt one of the most popular ladies sleepwear styles. But do you have any idea what it is exactly? What it is made of? Flannel sleepwear is just one of the many ladies sleepwear styles that are popular today. But do you have any idea...
You have to tackle the challenges that face you by adopting and applying things that work well towards the attainment of your personal goals. A habitual development assists you when trying to achieve goals. Article Tags: Personal Goals, Habitual Developments Source: Free Articles from ArticlesFactory.com
What is your main concern when it comes to buying skin care? For many it is knowing what to buy in the first place and do you go for a brand or something cheap? Botanical extracts are all the rage in beauty and skin care products, and for good reason....
There are a vast range of acne products that are available on the market. Obviously you want to be able to ensure that what you buy will help to clear your skin without any harsh side-effects. There are several natural supplements for acne that could help reduce pimples. If you...
Discover the fast, cost affective and long lasting solution to your Cosmetic Dentistry needs. No longer do you need to suffer silently with Teeth that have Worn Enamel or are showing excessive Wear and Tear. Stained Teeth can now also be a thing of the past with the Glamsmile Porcelain...
Women's robes are without a doubt one of the most useful ladies sleepwear styles available today. From refined and worldly to fresh and provocative, there are umpteenth varieties of robes in stock that suit virtually every taste and need. Here we will take a look at some of the more...
For example, most restaurants-especially national franchises have their own website and and allows you to sign up as a member to their website and you get emails that alert you about special deals going on at their restaurant. Source: Free Articles from ArticlesFactory.com
We hear our dentist say Dental Implants and we shiver in fear. This is always due to not understanding the procedure. Once you discover the truth about things such as Technological advances, Procedures required, Time needed for it all and the stunning realistically looking results you will change your mind...
By Anthony Ricigliano - News And Advice by Anthony Ricigliano -- The study of coins, also known as numismatics, has its origins going back to the first exchange of the metal discs for the purpose of commerce. While still hotly debated, its likely that the first coin was minted circa...
These days, there is a great variety of brassiere alternatives. Great styles include everything from full bras and minimizer bras to push up bras and demi cup bras, the choice goes on and on! It can be awe-inspiring trying to determine the different bra styles. The essential thing to bear...
Search topic
Choosing Full Bras
These days, there is a great variety of brassiere alternatives. Great styles include everything from full bras and minimizer bras to push up bras and demi cup bras, the choice goes on and on! It can be awe-inspiring trying to determine the different bra styles. The essential thing to bear...