How to turn Junk Mail into Direct Mail

Mr. Mailman, bring me some mail, make it an offer that I’ve never seen!

I don’t know about you, but every Tuesday I reach into my mailbox and haul out a handful of coupons for food items and “best buys” I never need.

There might even be a service notice for my Mazda — the one I traded in at this same dealer five years ago. On my front porch (sometimes) is the Oregonian’s Food Day: Recipes that require a trip to the grocery store to purchase items that are not “best buys.”

Everything goes in the trash.

Mail-order advertising. I hate it. And so do you.

So why use it?

Because the above example is a description of Junk Mail — everything that is wrong with a mail-order campaign.

There is a difference between a wad of news ink in my mailbox and a precise offer that makes me feel like my life is about to improve…Just as soon as I call now! Return this postcard in 48 hours! Click on this web link for a free gift!

Direct Mail is not dead.

In fact, it is making a comeback.

Why?

Because of spam, and other modern-day bad manners email practices.

Direct Mail has been around for generations.

It has survived the advent of email marketing.
Withstood the rising cost of postage.

Direct Mail has adapted — and thrived.

Constantly improving technologies allow you to order a detailed customer list. This allows you to pinpoint your target market — which means potential customers are less likely to toss your envelope in the trash.

Direct Mail has years of research backing it up.

For example, studies show:

  • Response rate per thousands – the more you send, the better your response.
  • Envelope teasers – what you say on the outside correlates to people peeking at the inside.
  • Examples of successful headlines and opening phrases – a tried and true template of ideas.
  • Offers and guarantees – some work better than others, all are necessary.
  • Value of the PS – people read that second, not last, which makes this final shout-out a major sales tool.

I’m not going to lie to you:
It is expensive to launch a direct mail campaign. There’s the cost of writing the letter and paying for strong graphic design. Postage is not cheap, especially if you are mailing to several thousand people.
Even so, Direct Mail is worth considering.
Done properly, you have a statistically excellent chance of getting a good response — one that returns the value of your investment.

3 Steps to turn Junk Mail into Direct Mail

  1. Buy a targeted list – the larger, the better.
  2. Create a gotta-have-it offer. People need a reason to respond.
  3. Hire me to write it for you. I specialize in benefit-based marketing copy that grabs attention, drives actions, and gets results.

I offer a free, 20-minute telephone consultation. Save a stamp, give me a call. Or  email me.