Direct Mail Response Rate Boosters (10 of them)

Written by Alan Sharpe


Continued from page 1

7. Give something away

Free is still a powerful word in direct mail.

8. Offer a guarantee

Removerepparttar 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, includingrepparttar 150409 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 forrepparttar 150410 order sooner

Read through your sales message and see how long you are in getting torepparttar 150411 point. Experiment with putting your offer and call to action further up inrepparttar 150412 message.

12. Add to your package

The temptation when response rates are lower than expected is to reducerepparttar 150413 size ofrepparttar 150414 package. Instead, add something torepparttar 150415 mailer, such as a brochure, buckslip or liftnote (if you donít know what these things are, visitrepparttar 150416 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 providedrepparttar 150417 links remain live andrepparttar 150418 content remains unaltered (includingrepparttar 150419 "Aboutrepparttar 150420 author" message).



Alan Sharpe is a business-to-business direct mail copywriter who helps business owners and marketing managers attract new clients using direct mail marketing. Learn more about his services and sign up for free weekly tips like this at www.sharpecopy.com.


Direct Mail Response Rates Mislead if You are Careless

Written by Alan Sharpe


Continued from page 1

Take a magazine publisher. It mails to 500,000 names, generates only a 1% response rate, yet considersrepparttar mailing a success. But a stock. broker who targets wealthy doctors in Lower Manhattan has different expectations. His lead generation letter needs to generate a response rate of at least 25% because he only mails it to 100 doctors, and he only closes around one in every 25 doctors who responds. A one percent response rate, even if it is an average, is of no use to him.

Average response rates are useful when they are for your product or service and your target audience in particular. If you can discoverrepparttar 150267 response rates that your competitors are generating by mailing sales letters torepparttar 150268 same prospects that you are targeting, then, by all means, use those response rates as a yardstick against which you compare your results. You are talking specifics.

Some response rates for various industries. The Direct Marketing Association (www.the-dma.org) calculatedrepparttar 150269 average response rates for a number of industries:

Fundraising: 5.35% Retail: 3.36% Businesses selling services to businesses 3.34% Manufacturing: 3.17% Personal and repair services 3.07% Travel 2.98% Computer/electronics: 2% Packaged goods: 2%



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About the author

Alan Sharpe is a business-to-business direct mail copywriter who helps businesses attract customers using direct mail marketing. Sign up for free weekly tips like this at www.sharpecopy.com.


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