There is actually a science to direct mail marketing as well – known as the “40-40-20 Rule.” The rule, formulated by Edward Mayer, states that 40% depends upon the contacts, 40% offer and 20% all other factors.
To get the most out of your direct mail marketing campaign, we’ve listed our top five tips which we’ve seen get the most results.
1. Current - Make sure your recipient list is up to date! Lists change at a rate of 15% each year, make sure your list is current.
2. Set a Goal - What are you trying to accomplish? Build brand visibility, increase sales on a certain product, etc.
3. Call to Action - The most important step to building your campaign. Without a call to action, potential clients will not know what to do. To garner the most responses, give multiple ways to respond - either include a tear-off response form, return call back number, email or Website. Preferably all the former in some way.
4. Follow-Up - If you have the information, include a follow-up phone call. For everyday a lead is not followed up on, it loses 10% of it value.
5. Track Results - Include a coupon code, test different designs based on feedback, track responses by zip code, etc. Use these results to update your target demographics.
2. Set a Goal - What are you trying to accomplish? Build brand visibility, increase sales on a certain product, etc.
3. Call to Action - The most important step to building your campaign. Without a call to action, potential clients will not know what to do. To garner the most responses, give multiple ways to respond - either include a tear-off response form, return call back number, email or Website. Preferably all the former in some way.
4. Follow-Up - If you have the information, include a follow-up phone call. For everyday a lead is not followed up on, it loses 10% of it value.
5. Track Results - Include a coupon code, test different designs based on feedback, track responses by zip code, etc. Use these results to update your target demographics.
