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:
- What sort of benefits will I be getting?
- Is the risk level minimal?
- What do other people say about this company/product?
- 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.
Reviews 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. 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.
When you have questions about how effective your direct marketing campaign is, consult with One Stop Mail. We years of experience creating direct mail campaigns, from conceptualization to deployment.