Direct mail is one of the most powerful marketing strategies because it is one of the most measurable. Having been tested for decades, solid standards have emerged. Knowing these key principles can take a good mailing to great:
1. Put your address, phone and website on every component of your direct mail package in case any piece gets separated from the response card.
2. If you re-mail to the same list within a few weeks of the original mailing, you can expect the second mailing to respond at half the rate of the first.
3. Direct mail in an envelope will typically out-pull a self mailer.
4. Personalization almost always pays for itself.
5. A trial offer averages a high acceptance rate.
6. A letter that opens with a benefit and comes right to the point will drive the best response.
7. Don’t end a letter page with a period. Add “Over, please” to the lower right hand corner.
8. The most effective signature on a letter is by a real person, in blue ink.
9. The most powerful words in direct mail copy are: free, you, your, new, bonus, satisfaction guaranteed, order now and success.
10. If the copy is compelling and succinctly written, long copy persuades better than short copy.
11. January is the best-responding month for consumer direct marketing offers.
12. Late summer/early fall are good times for large dollar business-to-business offers.
