Direct Mail Response Rate Boosters (10 of them)

Written by Alan Sharpe

1. Mail to a different list

Your list isrepparttar 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 isrepparttar 150409 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 maderepparttar 150410 difference when your response rates change.

4. Mail at a different time

Timing is vital in direct mail. So check yours. Are you mailing torepparttar 150411 right people atrepparttar 150412 right time ofrepparttar 150413 year andrepparttar 150414 right time ofrepparttar 150415 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).

Direct Mail Response Rates Mislead if You are Careless

Written by Alan Sharpe

I could tell you thatrepparttar average temperature inrepparttar 150267 world is 60 degrees Fahrenheit. But that fact wouldn’t keep you from getting sunstroke in Cairo. Or frostbite in Tuktoyaktuk. Averages tell you only so much.

Direct mail results only tell you part of what you need to know. They tell yourepparttar 150268 percentage of people on your list who responded. That’s it. They don’t tell you if you broke even. If you made a profit. Or ifrepparttar 150269 sales people who followed up onrepparttar 150270 leads closed any sales.

Response rates are misleading if you read them incorrectly. For example, I recently wrote a fundraising package for a North American nonprofit. The letter, mailed to a list of 6,850 donors, generated 35 gifts (responses). Runrepparttar 150271 numbers and that’s a response rate of half of one percent, a dismal result. But this number is misleading because my client (against my recommendation), mailedrepparttar 150272 letter to everyone donor in his database, including lapsed donors who had not made a donation for years.

So I asked my client how many active donors he had in his database. Two hundred, he replied. That’s 200 active donors out of a list of 6,850 total donors. Runrepparttar 150273 numbers again, and you’ll see that my letter generated a 17.5% response rate when mailed to active donors, or, to put it another way, when mailed to a good list.

Another problem with response rates, valid as they are, is that you cannot use them for every industry. Takerepparttar 150274 Olympic Games. When a nation applies torepparttar 150275 International Olympic Committee, requesting thatrepparttar 150276 Olympic Games be held in their capital city, they need a 100% response rate to succeed. They need one “client” to buy their proposal or their mailing has failed.

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