Increase Video Traffic

The majority of our clients say, “We’ve tried direct mail business and it didn’t work.” This experience makes us asking, “Why do some programs not perform as well as expected, while others succeed beyond a company’s wildest dreams?” Taking into consideration the Direct Marketing Association (DMA), direct mail may pull in response rates as high as 15% or as low as 0.03%. With such a large gap, it is easy to see why a lot of companies have lost their trust in this rather popular marketing practice.

Over the years we’ve learned how well a direct mail program performs depending on the chemistry of three elements- format, offer, and list-and whether or not you have designed the program with enough frequency and follow-up triggers built in. But before you can pull these three elements into the most efficient program possible, you have to first define:

The goal of the direct mail piece (For instance, is your goal lead generation or direct-to-order?)

The current relationship you have with the list. Is it a cold list or has qualification already happened? (For example, have they already visited a seminar or webinar of yours or downloaded something from your website?)

Then follow this advice as you make your direct mail business program:

FORMAT. Direct mail comes in a variety of formats-the postcard, the business letter, or the 2-D or 3-D package to name just a few. The truth is, all three of such formats pull about the same percentage of responses, when employed correctly. The magic then is to choose the format most suited to reach your goal and peculiar audience.

OFFER. The suggestion is a vital element to a beneficial direct mail strains. From our experience, the strongest direct mail service is one aimed at driving traffic to a website or retail location for further qualification and/or selling (qualification if the contact is still cold and selling if it’s a contact where qualification has already occurred through a previous marketing step). This offer can be anything from a free of charge product demonstration, an online ROI calculator, an article download from the website, or simply retrieving more service information.

LIST. The list is possibly the single most essential element to an effective direct mail strain. If you have the best format and suggestion but send out cards to the incorrect list, you will still have nothing. And, even if you are sure you have sent it to the appropriate list, if that list has not yet been qualified you will throw out a lot of money. Even a house list can get quickly out of date. Conduct a qualifying call down of any list you plan to mail to and make sure the list is still a) accurate and b) qualified to receive your offer. Keep the call short (3-4 qualifying questions at the most). Just after you’ve linked with and qualified the prospect should you place them in your direct mail engine. This will economize marketing precious dollars and sales precious time, while ultimately making the whole campaign more effective.

Direct mail will always be one of the most irresistible options to prospect, and when done strategically, pulls high open rates and makes excellent leads. Create relevant and cost-effective choices, implement with a frequency of at least three impressions, be sure to follow-up on every prospect you get to take an action and watch those leads pour in!