Advice For Effective Direct Mail

Ever wondered what really gets people to respond to your direct mail

? Or have you always wanted to send direct mail but didn't quite know where to start? To create an effective piece of direct mail that follow the attention, desire, interest and action principles there are five proven techniques that can make the difference between a 6% and 26% response rate. They are simple, easy to implement and extremely effective. Why not implement a few into your next piece of direct mail.

1. Make it about the end user.

It's essential you have a clear understanding of who your customer is. Get as much information as you can when it comes to your target demographic. This can be anything from behavioural trends to buying habits. By understanding the mind set of the people your targeting allows you to build a specific profile allowing you to create an accurate message that really pushes their buttons. Be open-minded here, ask people what they would expect of your service and what you could offer them that your not.

2. Real value content.

Make people need to read it. Don't waste their time less is more. Let the person know exactly what's on offer right away. Be clear and concise throughout or you risk losing their interest.

3. Make it honest and personal.

Make it personal by putting the recipient's name at the top of the letter. 'Dear sir or madam' is not going to elicit the same response as a personalised letter. Keep the tone friendly and conversational but don't stray into the over-familiar, especially if you're targeting business people.

4. Emotions are key.

A smile, a laugh or maybe even a tear can be something you set out to achieve because an emotion provokes someone to remember as remembering is vital. From a design point of view a real test of design is 'will you remember it next week, next month, next year? So start with an idea, make it memorable, root it firmly in a truth about your business, and the idea will inspire your audience. You never forget a good idea.

5. Focus on the Benefits.

You may be very excited about your product's features but customers want to know how it will improve their lives. For example if you're promoting a new mobile phone talk about the features of the phone but back them up by presenting what the end-user will benefit from having the features.

Think of it like this, one feature: "This phone has the best camera on the market". Follow this up with two benefits: "This means you can take your photos quicker at a better quality making sure you capture those special moments".

Copyright (c) 2010 James Wallace

by: James Wallace

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