Monday, July 20, 2009

The Headline:

Use the headline to share the most exciting benefit of your product.
The Message:

Be sure to include product specifics that will be meaningful to the recipient. Avoid vague generalities.
Include a BIG promise – what your product or service can do for the recipient.

Include a clear offer.
Followed by a specific call to action. Tell the recipient exactly what to do next to get the offer.
“YOU” is a very powerful word in direct marketing. Don’t be afraid to use it.
Lastly, sell the RIGHT thing. Design your message to sell the reader on more information on your product or service rather than trying to close the deal.
The List:

Choosing the right list is critical to your campaign’s success. If you’re using a customer list, make sure the address information is current.
If you’re renting a list be sure to use a reputable list company. Find out where they get names contained in their database. How often is the data updated? What percentage of the list do they guarantee to be deliverable?
When to Mail:

Research shows that direct mail delivered on Saturday and Mondays will get a lower response. Mail delivered on Tuesday, Wednesday or Thursday (in that order) will net the higher response rates.
Tracking: