Was the response to that last direct mail campaign a bit disappointing? Here's how to significantly improve your next one...without spending a lot more money or effort! For better results, try these creative approaches instead.
1.
Add a discount certificate
Highlight your discounts by including a special certificate that must
be returned to claim the lower rate. This simple technique will draw
more attention to your offer, leading to increased sales.
2.
Breathe new life into your offer
Small word changes can make your offer sound new. A "25% discount" could
be restated as "three months free!" or "get four for the price of three!"
3.
Follow up with a second mailing
Sent two to three weeks after your package drops, it can increase your
response rates by 1/2% to 1%! Mail the
same piece twice, or experiment with inexpensive follow-up pieces like
postcards. Include a phone number prospects can call for forms and information.
4.
Test a new creative approach
Ideas lose their effectiveness over time. You should continually test
new packages against your old ones. Split your mailing list in half;
one half gets your standard promotion, the other your new package. See
which one gives the best results.
5.
Add a "bill me" option
Your results almost always go up if people don't have to send payment
with their order.
6.
Try a longer letter
Longer?! Who has time to read a long letter? The people most interested
in what you're offering. Prospective buyers will read--and respond to--multi-page
letters.
7.
Build a campaign around real people
Create a campaign around testimonials from people who use your services.
Keep the focus on how they use the service, how it saves them time and
money, and why they buy from you.
8.
Put a deadline on your offers
Pressing deadlines inspire immediate action...and increased sales. Deadlines
don't have to be tied to a discount. You can use premiums, eligibility,
or availability to instill urgency, too.
9.
Test new mailing lists first
New lists--even ones that seem like the perfect market for your organization--can
produce miserable results. Always test a small segment of a new list.
It can save you from a mass mailing that's an expensive mistake.
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To learn about how O'Connell Meier can generate bright ideas and boost sales for your orgainzation, give Rich Meier a call at 703.739.2266 or send us an e-mail. For a preview of the sales-boosting techniques we use, visit the association section of our bright idea generator. And for an overview of our company, our experience, and our creative and marketing services visit the About OM section. |
