99 direct mail marketing tips
We ensure that you are getting the right message to the right target and in the right way.
- Give a free gift to increase response
Highlight the free-gift offer prominently
Use short copy to tease the reader to read further or respond
Minimize the use of buzz words
Make your offer easy to respond to
Prove any claims with details to add credibility
Ask for the order right away
Use graphics and color to support the message and text
Offer a free trial to eliminate risk
Hire a professional copywriter for your content
Hire a professional graphic designer
Make your offer easy to understand at a glance
Promise many benefits
Give many reasons to buy
Use all the formatting available with taste
Have your direct mail reviewed by an objective third party
Use colored paper to make impact and save on printing costs
Consult with a direct-mail specialist
Use a reply card or other reply mechanism
Put a headline on the envelope
Survey customers about what they’ll respond to
Include postage-paid return cards or envelopes
End a page with the middle of a sentence to encourage more reading
Personalize as much as you can
Use a Post-It note for greater impact and attention
Make the offer very prominent in the copy
Use a no-risk guarantee
Keep track of target recipients, replies and follow-up
Tell the whole story
Keep paragraphs short
Break up long copy with graphics or white space
Don’t dwell on history or background
Offer a free-trial period
State your geographical service area even if its global, national, regional or local
Keep the sales pitch positive and highlight the benefits
Include a call to action; tell your readers exactly what you want them to do
Use a “P.S.”–its one of the most frequently read parts of the copy
Make it easy to purchase: credit cards, terms, etc.
Offer a discount for a quick response and order
Make a simple order form for faxing
Always put a sense of urgency and deadline in your copy
Put a picture of a phone by your phone number
Put testimonials at the top of the content and by the call to action
Use typestyles that are easy to read, not a mix of them
Have a call to action at the beginning, middle and end of your copy
Use free information, free samples and a free demonstration as a marketing hook
Offer a free consultation in addition to the free information hook
Separate features and benefits (emphasize benefits)
Use bullet points and small segments of information
Use subheadings and subtitles
Include a toll-free number if you have one
Get your readers involved with a contest
Use a tear-out coupon or one with a printed perforation
Ask plain questions and offer a simple solution
Put in a photo of yourself or an associate’s to personalize it
Make promises; keep promises
“Free” is still a motivating word–use it and highlight it
Use handwritten notes or comments on your direct-mail piece
Guarantee customer satisfaction
Offer proof of the benefits
Include case studies and success stories
Restate your offer often, especially at the end of the communication
Use captions, sayings or titles under all photos
Order your mailing list or compile it way in advance of your execution date
Test your list and use “Address Correction Requested” to clean your list
Mail to vendors as well as target prospects
Outsource things you don’t do best: printing, mail prep, design, etc.
Put yourself on all mailing lists
Work with a list broker to tighten list specifications
Test different copy, headlines and offers
Use graphics on the outside of envelopes
Measure results and calculate ROM (Return on Mailing) dollars
Code your mailings to measure response
Mail frequently to a smaller subset of your list
Plan and prepare enough mailings for three months at a time
Use color
Do a co-op mailing with a fusion marketing partner or power partner
White space is good–a clean look is professional and easy to read
Print in large quantities to take advantage of cheaper printing prices
Use mailing pieces as handouts and for sales kits
Mail to PR contacts
Self-mailers are read more than stuffed envelopes
Postcards are very efficient; usually both sides are looked at
Print on the flap of the envelope to increase exposure
Create excitement: “Act Now!”, “For a limited time!”, “Hurry while it lasts!”
Deliver stacks of left-over printed items to trade organizations
Its OK to send the same piece over and over for consistency
Mail to educational institutions
Create fun for you and your prospect with your campaign
Tie other marketing to your mailings
Put your website address on all mailing pieces
Odd shapes work, too
Mail with stamps get opened before metered mail
Include pre-stamped reply envelopes
Don’t delay your mailing by trying to mail in bulk on one day
Include a business card in a letter
Lumpy mail gets attention–it gets opened and gets a good response
Have a conversation with your prospect
Publicize your direct-mail campaign
Original Article: HERE