Direct Mail Response Rate Boosters (12 tips and ideas)

1. Mail to a different list
Your list is the most important part of your direct mail campaign. Who you mail to is more important than what you mail. So if you are persuaded that your offer is attractive, your creative is compelling and your timing is spot on, mail to a different group of people and see what happens

2. Change your offer
The offer is the most important part of your direct mail package after your list. So if your response rates are lacklustre, change your offer (my thanks to fellow direct mail copywriter Bob Hacker for this counsel).

3. Improve your creative
Maybe your response rates are depressed because your package is depressing. Why not mail something else, something radically different? Instead of a letter, mail a postcard. Instead of a self-mailer, mail a dimensional mailer. Even hire a brand new direct mail copywriter, someone who will add a fresh set of eyes to your challenge. Just make sure that your new creative is different enough from your existing package that you'll know that it made the difference when your response rates change.

4. Mail at a different time
Timing is vital in direct mail. So check yours. Are you mailing to the right people at the right time of the year and the right time of the week? Check and make sure. test your hunches by mailing during a different time slot and see what happens.

5. Offer better payment options
Offering payment by credit card boosts response. Offering a credit or "bill-me" plan will improve results by 50% or more (says Richard Benson).

6. Offer a premium
Instead of a cash discount, offer a premium (such as an Apple iPod).

7. Give something away
Free is still a powerful word in direct mail.

8. Offer a guarantee
Remove the hesitation that some prospects have by offering a no-questions-asked money-back guarantee.

9. Improve your credibility on paper
Read your package cover to cover, including the cover, and ask yourself (or better yet, ask someone else), why a stranger should trust you. Then overcome that distrust with testimonials, your credentials, third-party endorsements, accreditations and other facts that build trust.

10. Make ordering easier
Is your order form too busy? Have you frustrated prospective customers by giving too few ways to order (only mail, for example, instead of mail and fax and phone). A change here can make a dramatic difference.

11. Ask for the order sooner
Read through your sales message and see how long you are in getting to the point. Experiment with putting your offer and call to action further up in the message.

12. Add to your package
The temptation when response rates are lower than expected is to reduce the size of the package. Instead, add something to the mailer, such as a brochure, buckslip or liftnote (if you don't know what these things are, visit the Direct Mail Glossary at www.sharpecopy.com/glossary.html). You are more likely to boost response by adding to your package than you are by making it cheaper.

© 2005 Sharpe Copy Inc. You may reprint this article online and in print provided the links remain live and the content remains unaltered (including the "About the author" message).

About the author
Alan Sharpe is a business-to-business direct mail copywriter who helps business owners and marketing managers increase their direct mail response rates, generate leads, close sales and retain customers using creative direct mail marketing. Learn more about his services and sign up for free weekly tips like this at http://www.sharpecopy.com.

---

Marketing Strategy - Whats Your System?

Where Do Most of Your Clients Come From?Is it from... Read More

Marketing Lessons from Santa

If a nonexistent man can change the world and millions... Read More

Marketing Flat? Is It Your Plan or Your Vision?

60+ hour workweeks, cash flows that constantly keep you up... Read More

What is a Marketing Plan Anyway?

Building a business that grows steadily in size and profits... Read More

How To Go From Under Dog to Top Dog by Unleashing The Power Of a Postcard

The Tale of Two Dentists...Dr. Namel and Dr. Ivory are... Read More

The Most Important Marketing Principles of All Time

As you have probably experienced there is a lot of... Read More

How To Be A First Class Marketer?

Did you now how to follow up a new customer... Read More

Bridging the Chasm from Lead to Loyal Customer

Bridging the Chasm from Lead to Loyal Customer: A Step... Read More

Are You Playing Checkers or Chess?

When you think about how to attract more clients for... Read More

D.A.N.C.E. With Me

Recently, a client asked what he could do to help... Read More

3 Strategies to Market Your Business Even When There?s No Money

Many small and home based businesses know they need to... Read More

More Marketing Dope

Direct marketing can make you very successful, but you've got... Read More

5 Ways To Entice Your Parallel Market to Trade Links

Lots of people get confounded when attempting to exchange links,... Read More

Trade Show Promotional Products ? Boosting Booth Traffic

I was about seven or eight years old when I... Read More

Networking, iNetworking, What Is The First Rule?

Networking on the Internet is the same as networking in... Read More

Finding a Brochure Printing Company

A brochure can be a great promotional tool, whether it... Read More

How to Develop an Effective Company Profile -- and Why

What is a company profile? ... Read More

Refresh Your Web Site

So you have a Web site. And so does most... Read More

Selling To Your Affiliates

While success with any internet marketing program falls on the... Read More

Marketing Plans... A Simple Approach To Get Off The Marketing Roller Coaster

Are You Riding The Marketing Roller Coaster?If you're like many... Read More

A Tool For Selling New Ideas!

Imagine tossing a pebble into a crystal clear pond on... Read More

The Top 10 Ways to Market your Business or Professional Practice Without Networking

While focused, strategic networking is usually the most efficient way... Read More

If You Do No Other Preparation

Far too often we see small businesses rush into doing... Read More

5 High-Impact Marketing Tips

Here are 5 high-impact marketing tips you can use to... Read More

How Price Gouging Can Hurt Your Business

"Price gouging" is an emotional, inflammatory term. Everyone is against... Read More

What Does Your Business Address Say?

If you are operating a business from your home and... Read More

Creative Emulation

In business we have a number of ways or tools... Read More

Trade Show Marketing ? Getting Prepared for the Big Event

With the increase in number of tradeshows being held across... Read More

Increase Your Sales By Following-Up

The difference between a successful business and one that just... Read More

Cook Up Something Special: How To Create A WOW Experience For Your Clients

My niece recently graduated from high school, and my family... Read More

Stretching The String: Five Tips To Maximize Your Marketing When You Are On A Shoe String Budget

"I know I need to market my business in order... Read More

Marketing to Women -- Can I Buy You A Clue?

A while back a small business owner paid me a... Read More

What You MUST Understand About Your Web Numbers

Two years ago, when I first started selling online, I... Read More