In spite of the Internet, direct mail still plays a part in a home business. Here are some tips on how to improve responses to direct mail. A headline is important, of course, but don't forget to put a P.S. on a direct mail letter. Increase mailings to customers can produce increase sales. If a home business owner is mailing to customers only every 3 months, they should increase that mailing to every other month and/or more. A home business owner should change their mailing pieces. Use a catalog at one point, then change to a letter or a postcard. Variety helps to keep your business interesting. Always thank your customer for ordering your product. With the thank you note, include a special product offer. Along with your main products, include other money-saving products to your customers that may be of interest to them. Use special and current events to base your direct mail campaign. For example, have an "energy busting" sale in light of increased energy prices. Use handwriting script in letters to give them that special touch. Have extra offers in your mailing packages to customers. If a better response to mailings is received from certain customers, increase the mailings to those customers in particular. Increase sales in slow months by having special sales and using different sale jargon. If a business if offering a "2 for the price of 1" sale, you offer a "3 for the price of 1" sale. Try envelopes with multiple windows to create appeal and interest. Different credit terms, like deferred payments, can increase sales for your business. Coupons in the shape of checks can also increase responses to your direct mail. Include a sample, if possible, of your product in your mailings and a special offer for first time buyers. Send out order confirmations quickly and include additional sales literature. Give catalogs two covers instead of one by including a wraparound. Use teaser copy on outer envelopes. Check up on your customers and let them know that they been missed. Even if they don't owe a bill, send them a note from time to time acknowledging you appreciate their business. Have different types of printers to come up with different printing materials for your direct mailings. Even try doing it yourself with the different software products available. Include multiple premiums with your offer(s). Things can be better the second time around. Remailing to customers a month later with the same mail can give a 60-75% better chance of a sale. The five basic rules in direct mail are test, test, test, test and test. To get an extra order, use a bounce-back package enclosure. Nothing wrong with taking risks in direct mail, sometimes, if the risk is small. Explain and always state the terms of your money back guarantee and state as much as you can in your mailings. Start your special offer on your envelopes, if possible, to get them interested in what's inside the envelope. Include sale points in the headlines. |
Index
