Lifestyle Fashion

Does direct mail really work?

I put on my slippers, open the door, and step out into the drizzle. It usually takes me 34 steps to get to my mailbox. I lean against a huge oak tree and a pile of cold acorns land on my head. Oh!

I take a small metal key out of my pocket and search the mailbox. No news there, I’m coming back with a bunch of junk mail, knowing what exactly goes to the recycle bin right away.

When I return home, I remember that the Direct Mail Association (DMA) Factbook published the results of their recent research, indicating that this year 65% of consumers of all ages bought a product advertised by direct mail. Additionally, according to Direct Mail News, in 2012 the average response rate for direct mail reached 4.4% for B2B and B2C emails, easily beating the email response rate of just 0.12%.

Well maybe.

My pile of junk mail is now on the kitchen table. Temporarily. I can almost feel how each envelope tries to impress me.

But I’am not. In fact, I am on autopilot.

There are two heaps, one is very small, another is the height of a mountain.

Let’s see, new Macy’s catalog – zip, gone. New distance education courses? Hmm, not this time. Another credit card offer? You must be kidding, Cardinal Bank. And so most of it goes to the mountainous pile on my table.

Aha, finally, here is a personal email that I want to keep. This is a real email.

But wait a minute, two envelopes catch my eye. In the first, I see a little boy who is starving. His eyes are desperate. She needs help. And the message is clear. $ 19 will give this girl a rabbit in an African village. $ 35 will provide five ducklings. $ 75 will bring a cute goat. Everything is clear. I’m interested.

Another also piqued my curiosity. It is a very unique brown envelope with an image of a moose and a forest in the background. I open it and see a long letter in an elegant letter. The letter suggests that I need to investigate the hunt. If I become a member, I get a free pair of sharp knives and discounts on rifles. Really?

Do these people know that I’m not even remotely interested in hunting? They probably bought the Western Horseman magazine list that I got free with my miles, or something like that.

All of these beautifully printed letters and cheap rifle deals fly like rockets into the trash can. So does direct mail really work?

Yes, it does, if you follow these guidelines:

1. You have to know your customers. Don’t waste your money trying to buy generic lists. Your letters will end up in the trash almost immediately. Talk to experienced consultants who specialize in direct mail response. Find out which database will be the best for your industry. If you can, start with your own list.

2. Your letter must attract attention for your customer to open it. The next step, of course, is to make sure you have a clear message and unique supporting graphics.

3. You need to try several options. Test, test, test. Mark your mail with QR codes or simple numbers to ensure you reuse your winning copy for other campaigns.

Joe Gareht, a seasoned fundraising professional and owner of The Fundraising Authority site, suggests designing letters for all three types of recipients, “the 10-second club, skimmers, and readers.”

Joe points out that while the first group will throw their mail in the trash in 10 seconds, the second group will hold it for about half a minute, while the readers will hold it for an eternity, 1-2 minutes! The key is to engage your reader using the best areas of focus like the front line and the PD. To capitalize on this, be sure to bold and italicize and use captions.

The final part is easy, ask for a specific amount for a measurable service. Yes, ducks work great!

What’s your trick for direct mail?

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