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Consumer Mailing Tips
Why are Businesses Trending Towards Individualized Consumer Marketing?
 |
Marketing a brand can only
work if your advertising budget is massive. Focusing on
individual needs and buying habits of consumers helps improve response
rates and keeping marketing costs down. Using these following proven consumer mailing tips to
increase your profits. Depending on what you are promoting, there are many different things you can do to increase sales and in-store traffic. For many years, businesses have been targeting the basic consumer with coupons. Sampling has become popular these days, too. Of course, you can’t really send samples of lawn services. But, you can send a coupon for 20% off their first service. |
You can also utilize the power of the
honesty. It is said
that
honesty is the best policy. Don’t offer something you can not
deliver. As a salesperson, you know that one of the best ways to
get a
customer to use your services again is to under promise and over
deliver.
5 Direct Mail Elements guiding your Campaigns to Success
Direct Mail Elements for Consumer
Marketing
The List--For direct mail to gain a consumer response it must be sent to the correct party. You must identify in every industry market who has the purchasing power to make your business successful. Reaching the right target audience is crucial in consumer marketing. The more exact and specific your criteria selections, more likely your mailing list will produce high response rates.
The Offer--It is referred to as the deal. The offer should be clear and include a deal that a prospect can't refuse. Offers are either soft or hard depending on your product or service. A call-to-action or a way to respond must be included in support of the offer. When constructing the offer you must ask yourself: How much am I able to spend on a new customer?; How good of deal am I able to afford?; What is the value of a new long-tern customer? Repeating the offer in the mail piece is key in direct marketing.
The Timing--For direct mail to gain better response rates you should focus on the prospect's buying cycles and habits. Sending a message about central air units in December, may not be as profitable as sending the same message in June or July. Companies and firms have certain buying and contract cycles that need to be taken in to account when marketing your offer.
The Layout-- It critical to have a layout with specific graphics that compliment the copy of the direct mail piece. Always use people or people using the product/service over product shots alone
The Copy--A good mail piece relates to what the product and service will do for the reader. The writing attitude should be about the benefits the reader will receive by doing business with your company. Be clear and simple, the copy should be written as if it was a conversation with the reader. Short sentences, headlines, sub headlines and repeating the offer are important for readers to understand your message. Most readers scan when they look at direct mail, make your copy scanable.
The List--For direct mail to gain a consumer response it must be sent to the correct party. You must identify in every industry market who has the purchasing power to make your business successful. Reaching the right target audience is crucial in consumer marketing. The more exact and specific your criteria selections, more likely your mailing list will produce high response rates.
The Offer--It is referred to as the deal. The offer should be clear and include a deal that a prospect can't refuse. Offers are either soft or hard depending on your product or service. A call-to-action or a way to respond must be included in support of the offer. When constructing the offer you must ask yourself: How much am I able to spend on a new customer?; How good of deal am I able to afford?; What is the value of a new long-tern customer? Repeating the offer in the mail piece is key in direct marketing.
The Timing--For direct mail to gain better response rates you should focus on the prospect's buying cycles and habits. Sending a message about central air units in December, may not be as profitable as sending the same message in June or July. Companies and firms have certain buying and contract cycles that need to be taken in to account when marketing your offer.
The Layout-- It critical to have a layout with specific graphics that compliment the copy of the direct mail piece. Always use people or people using the product/service over product shots alone
The Copy--A good mail piece relates to what the product and service will do for the reader. The writing attitude should be about the benefits the reader will receive by doing business with your company. Be clear and simple, the copy should be written as if it was a conversation with the reader. Short sentences, headlines, sub headlines and repeating the offer are important for readers to understand your message. Most readers scan when they look at direct mail, make your copy scanable.
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