Encouraging Response to Direct Mail

February 27th, 2013 by

I don’t know about you, but I always want an awesome response to my direct mail. Here’s an example of one that doesn’t work.

“Scott, we want to offer you a competitive quote on your Auto Insurance”

This is a waste off your valuable marketing dollars!  You need to use your direct mail piece to start a relationship with your prospect. No matter how pinpoint you are on the audience, if your offer is flat and not compelling you will not get the results you’re looking for.

Consumers are a different animal then 5 years ago. Consumers are smarter shoppers; they are doing on-line research and price comparisons against your competition.

Example, when looking to purchase a new car, you go to the Dealership, test drives the car you’re interested in, and get a price. Then you go home, go to CarMax and compare prices. You may bring that price back to the Dealership or look elsewhere. Bottom line is people aren’t making as many purchases on a whim anymore. They want to know they got a good deal and feel secure in giving there hard earned money to you.

You need to engage, form a relationship and hit your potential customers on as many channels as possible. An integrated marketing approach will deliver better results. This will up the response to your direct mail.

A chance to connect

Direct Mail offers you the chance to connect with your audience. While a hard sale can still be made via Direct Mail, it also gives you the chance to engage your potential clients on a personal basis. Use your Mail Piece to drive people to your website, Facebook Page, or follow you on Twitter.

It’s not as simple as asking people to connect with you, we’re asked to connect on the bottom of a majority of email signatures. Ask, why should they connect with you? What do smart consumers want?

They want freebies and large discounts. Offer a $10.00 off coupon for liking you on Facebook or a 25% discount for engaging you on twitter. The more channels you can engage with your potential customer, the more of a relationship is made between them and your brand.

Bottom line, use your Direct Mail Piece to start a relationship, and draw them into a relationship with a strong offer or Call to Action.

A compelling offer with a strong call to action is what you need to get a response to your direct mail.

Click here for some more information on writing your copy.

 

 

Scott Filhaber is Vice-President of Dataman Group, and past President of the Florida Direct Marketing Association.

 

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