I put on my slippers, open the door, and step out into the drizzle. Usually it takes me 34 steps to get to my mailbox. I lean against a huge oak tree and a bunch of cold acorns land right on my head. Oh!
I take a small metal key out of my pocket and reach into the mailbox. No news there: I’m walking back with a bunch of junk mail, knowing exactly what’s going to the recycle bin right away.
When I return home, I am reminded that the Direct Mail Association (DMA) Factbook published the results of their recent research, stating that this year 65% of consumers of all ages purchased a product advertised through direct mail. Additionally, according to Direct Mail News, in 2012 the average response rate for direct mail reached 4.4% for both B2B and B2C mailings, easily surpassing email’s response rate of just 0.12%.
Well maybe.
My pile of junk mail is now on the kitchen table. Temporarily. I can almost feel how each envelope is trying to impress me.
But I’am not. In fact, I’m on autopilot.
There are two mounds, one is very small, another is a high mountain.
Let’s see, the new Macy’s catalog – zip, gone. New distance education courses? Hmm, not this time. Another credit card offer? You must be kidding, Cardinal Bank. And so most of it ends up in the mountainous pile on my table.
Aha, finally, here is a personal email that I want to keep. This is a royal mail.
But wait a minute, two envelopes catch my eye. In the first I see a little boy suffering from hunger. His eyes are desperate. She needs help. And the message is clear. $19 will get a rabbit for this girl in an African village. $35 will provide five ducklings. $75 will bring you a nice goat. Everything is clear. I’m interested.
Another one also aroused my curiosity. It is a very unique brown colored envelope with an image of a moose and a forest in the background. I open it and see a long letter in a fancy handwriting. The letter suggests that I should study hunting. If I become a member I get a free pair of razor sharp knives and discounts on rifles. Oh really?
Do these people know that I’m not even remotely interested in hunting? They probably bought the Western Horseman magazine list I got free with my miles, or something.
All these well-printed letters and offers for cheap rifles fly like rockets into the trash. So does direct mail really work?
Yes, it does, if you follow these guidelines:
1. You have to know your customers. Don’t waste your money trying to buy generic lists. Your letters will end up in the trash almost immediately. Talk to experienced consultants who specialize in direct mail response. Find out which database will be best for your industry. If you can, start with your own list.
2. Your letter must attract attention, so that your client opens it. The next step, of course, is to make sure you have a clear message and unique supporting graphics.
3. You need to try several options. Testing, testing, testing. Mark your email with QR codes or simple numbers to ensure you reuse your winning copy for other campaigns.
Joe Gareht, a seasoned fundraising professional and owner of The Fundraising Authority site, suggests designing letters aimed at all three types of recipients, “the 10-second club, skimmers, and readers.”
Joe points out that while the first group will trash their mail in 10 seconds, the second group will hold it for about half a minute, while the readers will hold it forever: 1-2 minutes! The key is to engage your reader using the best focus areas like the first line and the PS. To take advantage of this, be sure to use bold and italics and use subheadings.
The final part is easy, ask for a specific amount for a measurable service. Yes, the ducks work great!
What’s your trick for direct mail?
