Are your
direct mail
pieces getting lackluster results? If so, you’ll want to take
advantage of the time-honored tips below for achieving greater
direct mail success:
- Offer Something for Free. Getting things for free is a great motivator. Say that you’re sending out a direct mail piece
- to likely first-time home buyers. Offer something for free that they’ll find appealing—for example, you might
- consider giving them a neighborhood coupon book if they come in for a consultation.
- Include a PS. Statistics show that the PS on your direct mail piece has the greatest likelihood of being read. Take
- advantage of this by making sure to include one on any direct mail piece that you send. Focus on creating a PS that
- offers a compelling sales message.
- Use a Post-It. This provides the ultimate in giving your mailing a
personal touch. If you choose to send out a letter for your direct mail
piece, affix a Post-It note to it with a message. Write something on
the Post-It like, “I look forward to hearing from you.” The Post-It
will generate greater attention and personalize the mailer.
- Use Graphics and Color. A professionally done mailer is far more
attractive than one that has been hastily put together. Create a mailer
that is graphically appealing. You can hire the services of a graphic
designer or do it yourself—just make sure to get a second opinion before
mailing it out. Put your best foot forward by sending out
well-designed direct mail pieces.
- Don’t Forget a Call-To-Action.
Most importantly, include a call-to-action (CTA) in your mailer. Your
CTA should be very prominent and easily identifiable. Some typical CTAs
are “schedule your free consultation today,” and “act now, supplies are
limited,” if you’re offering a free gift. This not only will guide
your prospect on which action to take, but it will also create a sense
of urgency, an important feature in a direct mail piece.
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