5 Tips to Improve the Success of your Direct Mail Campaigns

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.

Mortgage Marketing: 7 Tips to Get Your Prospecting Emails Read

Do you know what the email open rate is for your prospects? It probably ranges between 15-20%, according to Constant Contact. That’s a fairly low number and it means that there’s lots of potential for improvement. Fortunately, there are things that you can do to increase the likelihood that your emails will be read:

Get Personal. People appreciate emails that have a personal touch. Avoid using stiff, dated language and instead, try to incorporate the type of language that you would use if you were communicating in person. Also, make sure to address the prospect by name.

Use A Compelling Subject Line. The subject line is what’s going to motivate your prospect to open the email. As such, you’ll want to mention in your subject line what benefit you are offering the recipient. But, make sure to avoid spam triggers by removing exclamation points and the word, “free.” Spam filters are more likely to direct these emails straight to the trash bin.

Choose A Great Opener. Start your email with a good hook. Some suggestions include a shocking statistic, a humorous anecdote, or a relevant question. Your goal is to draw the reader in and the more interesting you can be from the start, the more likely your prospect will want to read the rest of your email.

Remain Consumer-Focused. While it’s tempting to boast about your credentials, think about the email from the customer’s point of view. Rather than make your emails egocentric in nature, think about your prospects’ needs and the benefits that are important to them. Then, address those issues upfront. The more that you can make your email consumer-focused, the better it will resonate with the reader.

Include a Call-To-Action. Every email campaign should feature a call-to-action. What is it exactly that you would like your prospect to do? Do you want them to set up a free consultation? Would you like them to sign up for your newsletter? In your email, choose one action item that you would like your prospect to take. Then, include it in 3 places throughout the email.

Design for Mobile. Almost half of all emails are read on mobile. If you don’t take this into account—and design your email for laptop reading only—you’re missing out on half of your market right out of the gate. Instead, create emails that are optimized for mobile. This is becoming more and more important as the number of consumers in the US with smart phones continues to grow.

Consider Timing. Think about when your prospects are most likely to have the time to review your email. For instance, a bad time to reach out to them would be over the weekend when they might not be checking email during their off-hours. If your email marketing software allows it, try testing your campaign. Send half of your emails in the morning and half of them later in the day. See if you notice any significant difference in open rates.

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Titan List is a full service Advertising and Design agency specializing in Direct Mail,Mortgage Marketing, Search Engine Optimization and Website / Graphic Design. Titan List has been around since 1998, and has a team of highly qualified individuals with experience in the marketing trends that fit your business. Unlike other agencies that source their work out, Titan List & Mailing handles the entire campaign in-house. Looking for a special list of data for your business? We can customize any data list for your company.