|
The
Mailing List
Without a good database, you may as well
be operating on a wing and a prayer. Careful
preparation of your
mailing list at the start of
your project will ensure you pass with
flying colors.
|
| Don't underestimate file maintenance. Plan on
one update each day for every 1000 names on your mailing list. |
|
A mailing list of known mail order buyers or
specialty magazine/newsletter subscribers will ordinarily out pull a
compiled list. |
| Your customer list is usually your best list,
generating 2 to 10 times the response of a rented mailing list. |
|
Don't overload your database with information
you won't use. If you can't maintain it, don't include it. |
| Multiple lists should always be merged and
purged to make one large list for the best postage savings. |
|
On the average, mailing lists should be
"cleaned" twice a year at a minimum. |
| Rent lists from publications in which you
advertise and time your mailings to coincide with your print
campaigns. You'll see better results from both. |
|
Using simple first-class postcards is a cost
effective way to clean your in-house mailing list. |
| Knowing something about your customer is as
important as knowing everything about your product or service. |
|
To make best use of your database, plan on
mailing at least four times a year. |
|
The Timing
Every pilot knows that timing is critical
for takeoff and landing. Too fast--you may
overshoot the runway; too slow--you may
never reach your destination. Follow these
rules and you can maximize your
responses and minimize your expenses.
|
| 90% of all
direct mail
responses are received within two weeks of the first
response. |
|
It takes ten to fourteen weeks to
plan and execute a new direct mail program. |
| Always test as part
of your direct mail program but never allocate more than 20% for this
purpose. |
|
Fulfillment requests should be
sent within 48 hours of receipt of the request. |
| Allow respondents
adequate time (usually at least six weeks) to respond to
seminar mailings. |
|
A well timed follow up
will often
produce a response equal to or greater than the initial
mailing. |
| For effective follow
up campaigns, plan on 3 to 5 letters with no more than two
weeks between mailings. |
|
Remember; The
outer envelope's
primary purpose is to get it self open. The secondary
purpose is to carry the contents. |
| The most frequently
read parts of a direct mail letter are the first
sentence and the P.S. |
|
Personalized response forms make
responding easy and improve results. |
| Bulk
Rate (Standard) Mail can take up to three weeks for delivery.
First-Class is usually five days maximum. |
|
Line up your vendors for a direct
mail project early and involve them in the planning
process. You'll save time and money with their expert
advice. |
|
The Offer
Your direct marketing campaign needs
a strong offer for a successful launch.
Offer irresistible yet believable benefits
and prospects will keep flying in.
|
| The right offer can
sell almost anything. It should be the most considered
part of your direct mail campaign. |
|
The more attractive you can
afford to make your offer, the higher your response will
be but it has to make economic sense. |
| An inexpensive Free
Gift or Free Trial offer will significantly increase
your response rate. |
|
Your offer needs to stand out and
be the highlight starting from the envelope all the way
through to the reply device. |
| Offer several ways to
respond -- Business Reply Mail, phone or fax (toll
free), email or a web site. |
|
Write the reply device first,
then the letter. Reply devices should always restate the
offer. |
| Try to keep customer
or prospect surveys short enough to be complete in one
minute. |
|
Self-Mailers will not generate as
high a response as an envelope and separate
reply device. |
| Use the words "you"
and "yours" often in your direct mail letters. They are
personal communicators and will increase response. |
|
Offer prospects the opportunity
to check a box that says, "No, I'm not interested at
this time." The more chances to respond, the more
responses you will see. |
| Ask people to correct
name and address listings. It improves response and
cleans your list. |
|
Ask for referrals on all response
pieces. Your "real" prospect might be in the next
office. |
|
|
The Package
A strong offer presented in a
dull package is doomed to go
down in flames. A creative
package that entices your prospects
will keep your sales moving.
|
|
Variety in types and sizes of envelopes usually pays off
in a series of mailings. |
|
Your best
response will come from a closed-face, highly
personalized matched letter package. |
| Put a
recipient address on the response card and have it show
through a window envelope. It makes it easier to respond
and it can be coded for tracking. |
|
For better
response rates, have the reply device go back to an
individual, not just a company or department. |
|
Carefully consider the size of your mailing piece.
Overly large or small sizes often cost more for
preparation and postage. |
|
Get full value
for your postage by including additional enclosures. You
can mail up to 3.3 ounces at the same postage rates
using bulk rate (standard) mail. |
| To
increase your sales without increasing your costs, cut
your list in half and mail two or more times to the
same group. |
|
Postage meter
imprints or stamps pull better than a printed postage
paid indicia. |
| The
cost per unit mailed is less important than the cost per
lead or cost per sale. |
|
More than 50% of
your future business will come from current customers.
It costs five times as much to get a new customer as it
does to maintain current ones. |
|
Multiple mailings are more effective than single
mailings on a cost per lead basis. |
|
For Laser Letters
always make sure your paper and ink are compatible with
the high temperatures used for toner adhesion. |
| Test
different mail packages for response by changing one
variable at a time, then roll out the entire campaign
with the winning package. |
|
Always buy
booklet style envelopes with the flap open on the
long dimension so they can be inserted by machine. |
|
|
Project Management
There are many decisions
a pilot must make for a
successful journey. Every trip
brings a little turbulence; but,
if you follow the rules, you can
smooth out the rough spots
and guarantee that your
project takes off on time.
|
