OSM SM Post Irresistible Direct Mail Offers

Crafting Irresistible Direct Mail Offers: Converting Prospects Into Customers

When creating a direct mail marketing campaign, we have talked about how design and personalization impact your results.  However, one aspect that could give you a significant increase in your response rate are direct mail offers.

What Makes Direct Mail Offers Great?

Put yourself in the shoes of your target prospect. Then take a look at your offer and ask a few simple questions:

  1. What sort of benefits will I be getting?
  2. Is the risk level minimal?
  3. What do other people say about this company/product?
  4. Is it worth my time?

One thing that we tend to get caught up in no matter what industry you are in is the product itself and its features. Being an architect of anything, you naturally get excited by this. However, just because you are excited by it doesn’t mean that customers will be too. Bottom line, the customer only cares how it’s going to benefit them. As soon as you start listing the features without spelling out the benefit, they will most likely tune out and move on.

An important aspect of one’s purchasing process is the risk involved. If they feel like they are putting all of the skin into the game, they will probably not feel as compelled to give your company/product a try. If you can find ways to minimize the risk, such as offering something for free for a limited amount of time or some other easy entry for them to get into the pipeline, consider adding that to the offer.

Your Business Reviews Help Trigger Action

Another thing we all want to see is reviews. It makes us feel safer when taking a risk on something new if other people say good things about it.

PRO TIP: Including a few testimonials in the offer will calm their worries and really get them considering what you are offering.

And lastly, something that is too often overlooked, is if the offer is worth their time?

In other words, have you done a good enough job at concisely explaining the offer, and making it enticing enough where they will invest their time into it? Do you think that if you were a target prospect of this offer you would honestly consider opting in? And if the answer is yes, is it easy for them to sign up or get started?

Consider these things when assessing if you have done a good enough job with direct mail offers. At the end of the day, your copy can be highly personal, but if someone doesn’t feel that these questions have been answered promptly and with precise diction, they just move on without batting an eye. 

How Can We Help?

When you have questions about how effective your direct marketing campaign is, reach out to us today at [email protected] or 602.223.3003, we have years of experience creating direct mail campaigns, from conceptualization to deployment.  

Want Even More Strategies? Get our 25-page Strategy eBook Free!

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How to Pick the best Direct Mail Company: A Checklist

Top 5 Things Everyone Should Look For In the Best Direct Mail Company

Sifting through all of the companies as you search for the best direct mail company can be time-consuming. How do you determine if one is better than the other? What characteristics offer you the best opportunity for success?  

Before we get into finding the best direct mail company for you, let’s erase any doubt you may have about whether direct mail belongs in a modern marketing mix. When you review these impressive results, you will know that it’s among the most effective marketing methods today.  

Astounding Direct Mail Statistics 

Businesses with customer acquisition goals should utilize direct mail. With an average return on investment of 29%, mail campaigns are profitable. In addition, direct mail recipients tend to buy 28% more items and spend 28% times more than other buyers.

The reason for this high rate of return may have something to do with how individuals interact with their mail. About 77% of people report sorting and scanning their mail immediately after receiving it. With statistics like this, marketers can be sure they touch their audience.  

An informative postcard can also be the start of a mutually beneficial relationship with new clients because more than 50% say that they find postcards useful, and 90% say that marketers who contact them through the mail are trustworthy.  

Now that you know direct mail can be hugely beneficial, here are the five key criteria to use to find the best direct mail company.  

1. They Have a Track Record of Success  

OSM AChecklistThis is a key indicator if a company is even worth pursuing. You can usually see the type of clients they’ve worked with in past on their website.  

Review the testimonials on their site. You’ll be able to see whether their clients like their responsiveness, whether they deliver their services as promised, and whether they have great customer service.  

Whether they have testimonials or not, it’s a smart move to talk with a project manager or owner to determine whether you want to consider them further. One of your first questions should be about their track record. Here’s a shortlist of questions that can help you uncover whether a direct mail company has delivered success:  

  • What industries have your clients been in? Do you specialize in a specific area? 
  • Can you describe how you achieve success for your clients? 
  • What do you consider success for your clients?  
  • Can you describe a failure and how you overcame it?  

2. They are Reasonably Priced 

Budgets can be a tricky area. That’s why price should be one of the key things you ask upfront so you won’t be surprised after the working relationship has begun.  

Keep in mind that there is not a simple, static template for direct mail. There are ways to adjust things – the size of a postcard, lower or raise the print run, or adjust the printing requirements – that can help keep direct mail costs under control while still offering outstanding returns.  

If mailer personalization is on your mind, today’s printing advances put variable data printing within reach. It’s now a much more cost-effective strategy to connect with customers. (P.S. As a marketer, you want to personalize your mail because 99% of marketers say that it advances customer relationships).

No matter what the size of your budget, you want to make sure every dollar is adding to the end result.  

3. They Understand Your Needs  

direct mail company colleagues analyzing on an ipadOne of the simplest, yet most important things the best direct mail company for you can do is to grasp your unique circumstance and support that understanding with a solution that’s tailored to fit you.  

They must be willing to work with you to develop strategies, test tactics, measure outcomes, and make changes to optimize results so that they can gain bigger, better sales for your business. Your own situation requires unique strategies, as you’re interviewing candidates, make sure that you are being understood.  

4. They Know the Complexities of the “Game” 

While it sounds simple on the surface, maximizing direct mail results takes a lot of experience and insider knowledge. Look for years of success across a diversity of industries. This demonstrates an ability to navigate and assess the needs in a range of markets and provide guidance for reaching a specific audience.  

5. They are Customer Acquisition Experts 

Persuasion isn’t a given, even with the best product or service. Because there are so many distractions that compete for your customers’ attention, it’s easy to overlook product announcements.  

The best direct mail company has experts who can advise clients on the best lead generation tactics. They can recommend specific things, including the use of coupons and new customer discounts.     

In addition, they understand how to create memorable impressions with your mailers, so they stand out from competitors in a crowded mailbox.  

Getting to Know You 

direct mail company woman listening clientsIf after doing your research and asking questions, you’ve found the best direct mail company for the job, you’ll rightfully expect a bit of marketing magic. Understand that it may take a bit of research, trial and error, and practice to learn how to collaborate with outside experts.  

Your experts may ask questions about your business, industry, and goals to determine the best course of action. They may recommend cleaning up your house list if you’ve had lukewarm results from recent mail campaigns, even suggesting a customized list to better target your audience.  

Postcard images, specific phrases, and mailer colors may all be analyzed and considered, along with previous campaigns before a specific course of action is set.  

Setting the Course for Long-term Direct Mail Success 

An exploratory phase early in the relationship isn’t unusual. It’s all about finding the right path to maximize your results – and profits. And, after each mailing and campaign, the results will be analyzed and elements of mailers and campaigns may be tweaked, to get even more value from the next mailing.    

During the entire process, the company you choose should make you feel that you are in charge and driving your own results. The course must be transparent and your organizational expertise included to ensure that your mailer achieves incredible success.  

On your search for the best direct mail company, we are confident that One Stop Mail’s 40-years of experience and success will make your final list. In addition to unmatched direct mail experience, our customer service and gentle guidance will build your confidence in our partnership.   

Get started by calling Marty Morales at (602) 223-3003 or send us a note

Updated 10.12.2021

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