Tuesday, 6 December 2016

10 Tips for your Direct Mail Campaign.

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The development of email and the rapid adoption of smart phones provide a proliferation of marketing opportunities but direct mail still offers one of the most consistently effective forms of promoting your business and communicating with existing customers.

Customers are human, they like the tangible nature of direct mail.  Unlike emails, direct mail pieces are opened, read and often kept for future reference.  Customers trust the format and feel valued by the sender.

Creating a direct mail campaign is an easy and cost-effective way to maximise the use of your marketing spend and is proven in research to offer the best return on investment.
Mailings should be highly targeted.  Each direct mail campaign can be tailored for a specific audience, from long-time customers to new prospects. Customers should only receive offers or information that resonates.
In addition to targeting customers with relevant campaigns, direct mail pieces can be personalised to include names and other personal information. This attention to detail will increase the impact of your message and uptake.
There are a wide variety of formats and options, from postcards to newsletters, letters to invoices direct mailing is a suitable strategy for almost any application.
The effectiveness of direct mail is easy to measure. To track the success of a direct mail campaign, you only need count the number of enquiries made or coupons redeemed from a given mailing piece. It’s often worth running some test mailings with different messages to see which produce the best results.
Creating and executing a direct mail campaign is also straightforward. Using widely available desktop publishing tools, anyone can produce a direct mail piece.
Docmail allows businesses to design mail pieces, import mailing lists, and have each campaign printed and sent. Direct mail is also cost effective; by using Docmail letters can be printed, enclosed and mailed for less than the price of a second class stamp.
Direct mail supports other marketing efforts. Mailed materials can support brand building through other media.  Creating a cohesive marketing campaign that includes both traditional approaches, like direct mail, and new technology, raises awareness and reaches customers and prospects who prefer more established marketing techniques.

10 Top Tips From a Copywriting Expert

1 . Forget about a headline
Let’s start with the most counter-intuitive copywriting tip of all?
Your headline screams, “I’m selling to you!” so leave it out. You’ll also save yourself hours of head scratching, trying to come up with something original.
Now your prospect dives straight into the body copy and becomes engaged by tip two.
2.. Use a one-word opening sentence
 If you pick the right word, a one-word opening sentence or paragraph (even better) does a number of clever things simultaneously.
It arrests your reader’s attention because there’s nothing else to focus on.
It engages their emotions – crucial to making a sale.
And it forces them to read on, since they need to know what it means.
3. Use Courier
People always want to know why Courier works so well. Why not run an A/B test of your own and find out?
Courier is a simple, highly readable, monospaced typeface with pronounced serifs.
That makes it easy to decode the meaning behind the copy.
Two, it harks back to an earlier, less sophisticated age, when people would write to each other using typewriters. It is authentic.
4. Tell a story
People find stories irresistible. They’re much more interesting than lists of benefits.
Remember, stories have heroes. Heroes are individual human beings.
Your brand or product can never be a hero. That is just wishful thinking.
The hero must face, and overcome, a challenge.
5. Have one response option
Complexity confuses consumers. Just remember that.
Asking people to choose between multiple response channels, payment methods, order packages and delivery options may seem like a good idea.
In tests, the more options you add to your response device, the lower your response rate.
So keep it simple. If you’ve done your work selling the benefits, your prospect will be prepared to do what you ask them to get their hands on your product.
6.  Include practical advice
A long time before the term content marketing was coined, direct mail copywriters were offering useful information in sales letters.
In fact, one of the oldest and most successful headline formulas, “How to…” plays directly on people’s innate desire for help and advice.
7 . Include a testimonial with facts
One that includes numbers.
A testimonial that says, “Your product is great. I love it!” is better than nothing.
But it’s not nearly so powerful as one that says, “Since I started using your product, my energy bills have gone down by 33%. I can’t believe it, but it’s true!”
8. Use sensory language
Humans have five senses (at least).
But often, copywriters, even experienced direct mail copywriters, forget this fact.
Their copy lacks any sensory dimension at all.
It is full of abstract words, like “savings”, “attractive” and “envy”.
If you are marketing a product that saves people money, here’s how to dramatise that fact.
“Imagine, every week, every day, your EnergySavR is literally adding ten pound notes to a big pile in your bank account.”
If you are selling a natural beauty product, why not suggest that,
“As you run your fingertips over your skin you will notice a smoothness, a silkiness you thought you’d lost for ever.”
And for a food processor,
“Take our challenge. Make a chocolate cake in the Mazimixer using our free recipe and offer some to your friends. If you don’t hear their compliments, see the smiles on their faces, and taste for yourself the wonderful lightness of that rich dark chocolately sponge, we’ll give you your money back.”
9. Be chatty
Who said letters had to be formal?
A conversational, even chatty, tone of voice is perfect for engaging your reader’s emotions.
Whether you’re in consumer or business marketing, you’re still writing to a human being.
Human beings like other human beings. So use contractions. Be free with colloquialisms. Use everyday language, especially in b2b copywriting.
10. Start by promising not promoting
Follow these ten tips and watch your response rates rocket.
Your direct mail letter is there to offer a solution to a problem facing your prospect. So a great way to start is by promising them it will go away.
If only they’re prepared to go along with your suggestion.
“Be a star direct mail copywriter” is a promise.
“Book your course place before the end of March and save 50%” is an offer.
Which one looks more powerful to you?

If you want to find out how CFH Docmail could help your business, please contact Emma, Rayne or Alicia from our customer service team:

or telephone: 01761 409701

who will be happy to talk to you

[All images were taken from the Royal Mail Marketreach Research Document.]

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