1. Mail to a different list
Your list is 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 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 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 right people at right time of year and right time of 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).