How to Utilize the Two Most Important Elements in Your Direct Mail Campaign
Before you write a word, you should build profitability into your mailing by having:
- A mailing list that reaches your best markets, and
- A strong offer that is extremely enticing to your markets.
Discuss possible mailing lists with your list professional when you begin to plan your mailing.
Ask your list professional how to test a representative sampling of each recommended mailing list. Use your test results to select only the most responsive lists for your entire mailing.
For the most profitable response, have a strong offer in every mailing you make. A direct mail offer is the inducement (or combination of inducements) that stimulates a reader to respond now.
Examples of possible components of your offer can be a free trial of your product, a free gift for responding, a deadline to respond in order to qualify for the offer, and low monthly payments.
Always have as irresistible an offer as you can make, and present your offer right at the beginning of your direct mail letter.
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