How to improve your direct mail response rates
What steps do you take to improve your direct mail response rates? How do you try to optimize your direct marketing campaign? As a Direct Marketing Consultant, I believe that Direct Mail is here to stay and may even become stronger as people begin to realize that email and the web are becoming saturated with way too much volume of messages.
So the question for today is: if we are to turn to direct mail as our targeted direct marketing approach, then how do we ensure that our response levels are optimized? I think that the reason that so many have turned to opt in email is because it is more cost effective (no print or mail fees) and much more timely. However, I believe that the results are declining because of the sheer volume of data people are receiving.
I have located a couple of articles that I think will support the optimization of direct mail campaigns.
Here is one article from Direct Marketing IQ entitled, “12 Little Tests in 2012 to LIFT your mail response FAST.” Here are some of their recommended tests:
1. Change your outer envelope – unique size, shape, or color
2. Test a new letter – try something different – a new approach/offer
3. Strengthen your offer – what you can do to really entice the recipient to take action? Something new and unique maybe?
What about trying a glossy postcard with a great call to action?
Here is one more article from PR Web entitled, “The Staying Power of Direct Mail in 2012.” The article reinforces direct mail as a “breath of fresh air” from the flooded digital marketing arena. The article goes on to state that a July 2011 Journal of Marketing survey found that consumers still prefer direct mail over email.
The client was very happy with the campaign. The click-thrus were very good. We’ll definitely look to do this again in the future. Thank you for all your help and patience!Linda J - Financial MarketerLA, California, USA
To be honest with you Grant, I thought you were wonderful to deal with and I would gladly keep you in mind. Cheers, Jessica
Hi Grant, Unfortunately, at this time we will not be using an e-mail campaign. I would like to thank you for the high, and rare level of customer service you were able to provide to myself, and the BetHubb Team. It only adds further value to your reputation and the Pinnacle Lists brand. I tend to believe that testimonials on websites can be skewed, but it didn’t take long for you to ensure their validity. If and when we decided to pursue an e-mail marketing campaign for BetHubb, you wi…BetHubb | The Sports Betting Social Network
Marketing for a Startup Company must be done effectively and efficiently…I would recommend Pinnacle Lists for any start up business that wants to incorporate email blasts in their campaign.Business Performance Solutions, Nanaimo, BC
Although I have a fairly strong fundraising background, I had never bought a list previously, and certainly not from a broker I found on the internet. I just wanted to let you know that I was pleased and impressed by the advice that Grant gave us. He guided me to the lists that seemed most appropriate and always answered my questions promptly and courteously.Hospice Partners of the Central Coast, San Luis Obispo CA |
The first list I purchased from Grant contained approximately double the list count of the other lists I had shopped for. I expected the list to cost more, but the cost was actually less!! I shopped around for lists from a lot of companies; none of them even came close to Pinnacle ListsHumphrey & Pace, Benefit Planning, Inc., Medford, OR
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The opt-in email campaigns that Grant has been running for our client, Research in Motion, have been working very well! Is there any list that you cannot locate for us??Media Buyer, The Aber Group, Toronto, ON