How,Increase,Direct,Mail,Adver marketing How to Increase Direct Mail Advertising Response Rates
Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie
A couple nights ago, I was watching the evening news. There was a pieceabout the anthrax scare. The story was about the fact that everyone isscared to open their mail.They showed a few clips of people checking their mail with much trepidation.One woman walked up to her front door and found the mail lying on herdoorstep. Instead of picking up the mail and walking inside to see what shereceived, she used her foot to shuffle through the mail and she kicked awayany mail that she thought was the least bit suspicious.Being in the marketing business, I couldnt help but think that she waskicking away some valuable direct mail pieces. I felt sorry for the smallbusiness owners and marketing managers that put their time and energy intocreating a mailing, only to have it kicked away to decompose outside.I also thought about all the business people that saw that news story andmade up their minds that they wouldnt be using direct mail for a while.Please dont make that same decision! Although you should use caution inthis time of national crisis, you should under no circumstances pull back inyour marketing efforts.Next week every mailbox in the United States is going to receive a directmail postcard from the U.S. Postal Service. It has a message from thePostmaster General and information on what to look for if you suspect aletter or package may contain a harmful biological agent.Click here to preview the message they are sending.http://www.usps.com/news/2001/press/pr01_1019postcard.htmIn view of this public service announcement, I believe there is also a needfor a list of Dos and Donts for direct mail advertising.Lets start with the Donts:----------------- Dont send unsolicited mail in an envelope. Only use an envelope if you already have a relationship with the recipient. Dont send any mail without a legitimate return address.Use a complete return address including company name. Dont use any fonts that look hand written.Make every effort to make your mailing look as professional as possible. Nowis not the time for sending friendly or silly mailings. Dont send any types of unsolicited boxes.Nothing you send should be covered or concealed. The recipient should beable to tell right away that they have received a promotional item. Dont put restrictive endorsements such as Personal or Confidential.Instead make every effort to make your mailing look as innocent as possible.-----------------Direct Mail advertising is still one of the best ways to gain new customersand keep your old customers!Consider these facts:81% of Americans read a newspaper.96% have a phone.98% have a TV.100% HAVE A MAILBOX.If you want to stay ahead of this economic decline you must continue usingdirect mail advertising.If you want to increase your direct mail advertising response rates you mustput the following Dos into action.-----------------Dos: Do send postcards -Of the different types of direct mail pieces available the followingperformed best in the category for pieces immediately read: #1 Postcards (76.1%) #2 Letter-size envelops (74.3%) #3 Flyers (67.6%) #4 Catalogs (67.1%) (USPS) Do attach magnets, phone cards, or other promotional items to postcards Studies show that a typical sales call costs a company more than $300.Direct Mail with promotional products like magnets, phone cards, ornon-magnetic items attached can decrease the cost of securing a single salesappointment by almost 65%. (USPS)Trade show traffic increases nearly 300% when a pre-show direct mail pieceincludes an attachable, such as a magnet, phone card, or non-magnetic item.(SAAGNY) Above all else Do use common sense.Imagine yourself in your prospects shoes. When you are looking down at themail on your doorstep, do you kick it out of the way or does an innocentlooking post card and a free refrigerator magnet catch your eye?
How,Increase,Direct,Mail,Adver