MARKETING CAMPAIGNS: Direct Mail and Email Marketing

Hoping your customers will react to the letter or email promotion you sent them?

Given the amount of junk mail we all get these days, it takes a pretty significant amount of creative thinking to launch a campaign that actually provokes the right reactions on your customers and/or prospects. One thing for sure: the better the mailing list, the better your response rate! In most industries, the average response rate of direct marketing campaigns targeting prospects is 1%, and anywhere from 2.5% to 6% when targeting actual customers. You can certainly increase your odds by following some basic rules:

• Make sure you have the right mailing list: the people on it must be apt prospects for what you're offering. You will not be very successful trying to sell luxury, custom-built homes to an audience of college students or young professionals. Your list must also be up-to-date ask your list provider when they last updated their databases.
• To ensure your mailing piece doesn't get tossed in the wastebasket, or your email is not quickly deleted, you must have a very compelling hook. Though it may seem as most people have already become numb to the messages on the outside of envelopes ("Congratulations, you're a winner!"), curiosity will still get envelopes opened.
• The opening line of your letter needs to entice your audience to keep on reading. If you don't give them a strong enough reason why they should spend more than 3 seconds "paying attention" to your offer (when they still have more mail to read), you've lost them.
• Include a P.S. message in your letter. A lot of people will read the P.S. right after they read the opening line before deciding if they need to read more.
• Your message must let your audience know that you understand what their challenges are, and that you ultimately care. Be clear about the benefits you bring them with your products and services. Write copy that also reflects your branding, your company values, and beliefs.
• Include a call to action that allows you to track your campaign. Direct your audience to your web site for the download of a free white paper relevant to their business, or to register for a prize drawing. From there you'll be able to capture the lead and also present them with the opportunity to opt-in for your monthly email newsletter, which is a great way to stay in touch with your prospects and keep them thinking of you.

If you approach your direct mail or email marketing campaign with the right mindset, you will not be wasting your marketing dollars. It does take more than an attractive design and attention-grabbing headlines, and we can help your customer acquisition and/or retainer campaigns generate the response rate you desire.

From concept to execution and tracking, we cover every single aspect of your campaign. Contact or call us at 703-216-6361 for more details.