The List, Offer and Copy

When you look at the elements of a successful direct mail campaign, you need to examine if you've successfully joined your list with the right copy and of course an offer that will entice your prospective clients to respond.

The success of any direct mail campaign is dependent upon these three elements:

40% To Your Highly Targeted List

40% To Your Targeted Offer

20% To Your Killer Copy

Your List: If you target your prospects properly with a rifleshot approach, you will have a much higher response rate than using the more common shotgun approach of mailing mass quantities and hoping enough prospects will respond to your mailer. You can have the best product in the world, but if you mail to people who don't need it.... you've wasted time, effort and money.

Your Offer: We all listen to that radio station WIIFM (What's In It For Me). I know you may find it hard to believe, but relatively few people know who you are, and even fewer are motivated to pick up the phone and order right now! You need an incentive to make them move right away instead of placing your mailer in the "To Do" stack. That's where your OFFER comes in. There are hundreds of offers that work. The secret is choosing the right one for your target market.

Your Copy: Although important in direct marketing, the copy (or content), of your mailer is not as important as if you were going to place a space advertisement in a newspaper or run an E-Mail campaign. If they have opened the envelope.... they will read the the contents. That's why having a teaser line or something similar on the envelope is so important. Of even greater importance is staying within the U.S. Postal System mailing guidelines to ensure better (and faster) delivery.

If you use our services, as part of the service we offer, we will critique your mailer and if in our opinion we feel there is something missing... we will give you recommendations on how to improve your chances for a successful mailing.

Go to our Free Market Analysis page and let’s start a dialogue. We really are list brokers who care and not just order takers. We'll help you make sure all of the pieces of the puzzle are put together properly.

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