Six Proven Ways to Increase Your Direct Mail ROI

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Direct mail is still a reliable way to deliver compelling messages on an individual level. Here is how Synergy Direct Response uses direct mail to maximize ROI.

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1) IT’S THE OFFER. Offer a great coupon or promotion. High quality direct mail is not only packed with relevant information, it also motivates readers to act with an irresistible deal. By adding value with a discount, bonus gift, free information, or free trial, the mail makes your prospect want to say yes.

2) IT’S THE LIST. Target your mailing. Instead of buying lumps of leads, build your own direct mail campaign to get better results. Doing a random blast won't get you anywhere. There are plenty of expert lists. Rather than doing a random blast of data, find a data base that helps to filter the results based off your specific needs. The more refined the search, the better. "Pray and spray" marketing will never be able to compete with a thoughtfully planned campaign designed to target a specific demographic with information that interests them.

3) MAKE IT PERSONAL. Direct mail doesn't have to be boring! By sending impersonal cards or letters, you can be assured that your information is destined for the trash can. Thanks to sophisticated marketing software and digital printing, savvy marketers are personalizing messages and engaging prospective customers in incredible ways. Envelopes that catch the eye and engage the reader with customized teaser copy, highly customized letters that include handwritten notes, and vivid brochures/inserts that showcase further details capture and engage readers.

4) FOCUS ON QUALITY. Once your materials get into the hands of your consumers, don't lose them with poorly written content. Make sure everything is 100% correct. Proof read for grammar, spelling, and typos. Make sure your copy adds value or generates excitement (or both).

5) INTEGRATE YOUR STRATEGY. Don't miss the opportunity to leverage your direct mail messaging and creative with other marketing initiatives; this helps to ensure brand cohesion. Consumers might need to hear your message 5 to 7 times before they act on it. Your brand needs to extend throughout all aspects of the mailing: from the logo to the graphics to the font and color choice.

6) FOLLOW UP. Turning people into loyal customers is going to take more than one mailing; it’s a continual process. Interestingly, a 2011 study in the Journal of Marketing revealed that consumers will tolerate twice as much mail as e-mail contact.

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Kijou Morris
Synergy Direct Response
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