Direct Mail Marketers Need to Boost Response Rates In Order to Compete, Find the Edge Founder Says in New Article

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Direct mail marketing still has a role to play, but people who use it need to ensure they have consistently high response rates, Kenny Goodman has said in a Find the Edge article published today.

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You need to respect the value of your audience’s time. If they’re willing to give you a chance – and hear you out by reading your material – make sure they don’t regret that decision.

Direct mail marketing can be the ideal complement to a good online strategy, and help marketers reach out to more audience members, Kenny Goodman has said in a Find the Edge article published today.

He uses his weekly article on the site to provide nine steps that marketers can take to improve their conversion rates instantly.

Goodman said: “How good would it be if you could rekindle the feeling you used to get as a kid on the rare occasion a letter dropped through the door with your name on it?

“Great direct mail marketing can reawaken that forgotten pleasure within your audience, and be an incredibly effective way to spread the word about your product or service.

“It’s not the cheapest form of marketing, though, so driving up your response rates will be essential.”

The article emphasises the importance of having a firm focus on audience, understanding what the marketing material is designed to achieve, and following up quickly to ensure sales don’t slip away.

He also talks about the need to have some substance behind the material distributed, which can genuinely provide the recipient with value.

Goodman said: “You need to respect the value of your audience’s time. If they’re willing to give you a chance – and hear you out by reading your material – make sure they don’t regret that decision.

“Whether that’s new insight, advice, or a service that can genuinely meet their wants and needs – and add value to their lives – they need some kind of reward for choosing to look at the mail you deliver.

“Make them an offer they can’t refuse. Remember WIFM (What’s In It for Me?), and help your audience to understand why they can’t afford to not take action.”

The article can be read in full here: http://www.findtheedge.co.uk/sales-marketing/direct-marketing/9-steps-to-increase-your-direct-mail-marketing-campaign-response-rates.

Kenny Goodman is a marketing expert, who launched Find the Edge earlier this year as a platform for UK business leaders to share their knowledge and experience. More about him can be found here: http://www.findtheedge.co.uk/expert-panelist/kenny-goodman.

The site will be expanding to cover the US market later this year. Anyone interested in becoming a UK expert panellist can apply now at: http://www.findtheedge.co.uk/expert-panel-further-info.

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Kenny Goodman
Find the Edge
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