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Direct Mail: The One-Shot Cowboy
So you took your best shot-and you missed by a mile! Now you're wondering why your direct mail piece didn't generate the response you were counting on. Next time, try this:
- Make it compelling. You've got about five seconds to grab a readers attention while he or she decides whether to toss your mailing into the round file.
- Give a reason to respond. A free gift or a limited time offer are two ways to get those calls, faxes, e-mails, and return cards heading your way.
- Timing is everything. Drop your mailing when a new ad appears or when your trade show exhibit opens, then send a follow-up piece.
- Track your results. Analyze your responses and sales conversions so you can improve your next mailing.
Source: From the KSK Kaleidoscope.
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