Preparing your direct mail

The success of direct mail is dictated by the “100% effectiveness rule”: 40% of the results depend on the list, 40% on the offer, and 20% on the creative. Essentially, the strength of the messaging is responsible for more than half of your efforts in a direct mailing.

Nobody knows what you’re offering better than you, so if you have people on staff that can write efficiently, that’s often the best route to creating a successful direct mail piece. Make sure the copy gets to the point immediately. It should focus on the benefits of your offer in the first few sentences and carefully describe how customers can take advantage of it – either by phone, website, e-mail, or fax. It’s also an opportunity to save money: if you don’t do the copywriting in-house, you’ll be paying the vendor for their services.

If you need their help, direct mail vendors can develop your message with simple but creative marketing copy to help you get a better response. They will draw upon their years of experience to write copy similar to that which has worked for previous customers.

The mail doesn’t need to do the selling; it just needs to interest customers enough to contact you. Similarly, if you don’t have designers on staff to create your mailing piece, a direct mail service can do that work for you as well.

Appropriate messaging
Once you put together your direct mail piece, review it carefully to make sure your message addresses the following:

• Is there effective personalization?
• Have you addressed the target audience’s needs?
• Is the piece distinctive and visually appealing?
• Do the headlines and subheads tell the story?
• Do the visuals support the copy, especially the offer?
• Is the offer prominent?
• Is the offer relevant to your target audience?
• Was the offer clearly described?
• Did you make it easy for customers to get more information?
• Is it clear what customers must do to take advantage of the offer?

You can also track the effectiveness of your mailing with a code at the bottom. The customer provides the code when responding, either by phone or through the Web, and you can determine how many responses you generated.