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8.) Don't forget to measure back-end as well as front-end when you're
determining how well a
promotion did. Your mailin may have pulled a 3% front-end response, but if
returns are heavy
you could lose your profits in a hurry!
9.) Don't forget about the FTC 30-day Rule. This rule states that: you must
deliver a product to
the buyer when you say you will, if you don't promise a delivery date, you
must ship the product
no latter than 30 days after you receive the order. The buyer has the right
to cancel the order,
receiving a full refund, if the product is not shipped within the 30 days!
10.) The 4 most important elements in mail order marketing are the List, the
Offer, the Format
and the Copy.
11.) Try involvement devices to increase respons. What are they? Some simple
ones that you
might use include check boxes, tear off stubs, questions, etc.
12.) Don't neglect you outer envelope--it's the first thing your customer
sees and deserves your
attention. Include teaser copy on you outer envelopes to entice the customer
to look inside.
13.) When using a sales letter, don't forget about the P.S. It's the second
most read part of a
letter and should be used to reemphasize your offer.
14.) If you Ad works, keep using it, even if you've grown bored of it.
15.) Never mention a product feature without turning that feature into a
benefit for the
customer. Your product has bee around for 100 years? So what! That means
nothing to the
customer. Always answer the customers' inherent question of---what's in it
for me?
16.) Always design your order form first. It's the most important element of
your package and
one of the most overlooked by many direct marketers.
17.) Ask your customer for names and addresses of friends/colleagues who
might be interested
in your product or service. It's a good way to build your mailing list.
18.) Try the use of a premium to increase response---but make sure the
premium is somehow
related to your product.
19.) Always, always always use a guarantee in your mail marketing--and make
sure that your
guarantee is generous and prominently displayed.
20.) When testing price, always test price points both above and below the
price you think is the
right one.
21.) Key code everything you mail so you can keep track where the responses
came from--
you'll want to know which list, publication pulled which response as well as
which format/what
copy worked best.
22.) Be specific when you write a copy. "You'll improve your bottom line"
isn't as effective in
attracting reader attention and increasing response as "Improve your bottom
line by 12%!"
Whenever possible, use tangible figures in your copy claims.
23.) Use testimonials! And remember that testimonials that are attributed to
real people are
more effective than blind testimonials.
24.) Don't be afraid to repeat yourself. You never know what part of a
promotion your prospect
will read so you want to make sure you repeat your offer and benefits
throughout your brochure
or letter!
25.) When measuring percent return, measure dollars not pieces. Always look
at money spent in
comparison to money generated--this is the only way to gather valid
information about the cost
effectiveness of the mailing.
26.) Give customers more than one response option. A Yes/No/Maybe response
option has
proven to generate more responses than a simple Yes option.
27.) Your best customers are your best customers. Those people who purchased
from you most
recently will be most likely to purchase frome you again.
28.) When you increase the price of your product, you can expect response to
decrease by a
percentage equal to the amount of the increase.
29.) When listing more than one item on your order form, always lead with
your highest priced
item.
30.) When prospecting for new customers, test the list of companies who
frequently rent your
list. Similarly, when deciding which lists to mail, always select those which
are most closely
alligned to your own list.
31.) Black on yellow is the most dramatic color combination you can use.
32.) Always restate your offer on the order form.
33.) Always test some meaningful element of every mailing you do. What's
meaningful?
Anything related tolist, offer, format or copy.
34.) Long copy can outpull short copy--it all depends on what you have to
say. When writing
copy use as much space as you need to clearly and completely convey your
offer and product
benefits.
35.) Make effective use of white space in letters and brochures. Always,
always make
readability a key aspect of your mailings. Let your copy breathe.
36.) Display your toll-free number prominently in your mailings. If you don't
have a toll-free
number, get one!
37.) Make generous use of the following words that sell: proven, easy, free,
guarantee, save
results, profit, value.
38.) Use deadlines and limited time offer to boost response. Providing a
cut-off date for your
orders creates a sense of urgency. Added Benefit: you can direct when the
bulk of your orders
come in for quicker response analysis.
39.) You can gather information and qualify prospects by asking a few well-worder
questions
on any lead generation mailing you do. You'll learn more about who your
prospects are and weed
out unqualified respondents at the same time.
40.) Use department store pricing rather than flat pricing. For instance,
$19.95 is better, in most
cases, than $20.00.
41.) When offering a discount consider the use of a certificate or simulated
check. They attract
attention and increase involvement--two very good ways of increasing
response.
42.) Create a feeling of exclusivity with your offer by including language to
the effect of, "This
offer is nontransferable," or "Sorry, this special price is available to past
customers only."
43.) Avoid reverse type (white lettering on a solid colored background)--
it's extremely difficult
to read. If you must use it, do so only for very short sentences or phrases.
44.) Always use seriff type--the type with little feet. Studies have shown
over and over again
that seriff type is easier to read.
45.) To encourage pass-along readership, print route to: instructions on your
promotion.
46.) Even two-color promotions can look extra special. Consider the use of
duotones, tint
combinations and colored stock to give the feel of a multi-color promotion.
47.) Always be prepared to bounced back another offer with every order you
receive. Have
flyers, BRCs etc, available to insert orders are shipped out--key your
inserts to your customers'
areas of interest.
48.) Request a daytime as well as an avening phone number when doing computer
mailing(vice
versa for business to business mailings). The purpose for this? In case you
have a question about
the order, you'll be able to get in touch with the respondent. To make it
less risky for customers
to provide these numbers, consider the use of a statement to the effect of,
no telemarketers will
call or numbers requested for verifiaction only.
49) When using a two-step marketing stategy where you'll first generate leads
with a hard offer,
make sure that you follow up quickly. Old leads are cold leads.
50.) Offer to send prospects something free, even if they don't order. It's a
good way of building
your propect list ans collecting names you wouldn't otherwise have received.
But remember to
keep these names separate from your customer list and watch it carefully for
conversion to sales.
51.) Keep your customer and prospect files clean by verifying addresses
through the postal
service, asking customers to let you know when they change address. A Clean
list is a responsive
list.
52.) Put your name, address and phone number on every element of your mailing
piece as well
as your order form.
53.) When testing, split lists on a 2-digit zip rather than an nth select
basis. Why? The last two
digits of the zip code is more commonly used for testing, it allows you to
easily tell if the list you
requested is actually the one you requested and it allows you to easily
identify those people who
haven't received your test mailing when conducting rollouts.
54.) Test subtle variations of your offer for its effect on response. For
instance, while "Buy
One/Get One Free" really means the same thing as "50% Off When You Buy 2" the
effect on
your audience can be dramatically different.
55.) In a salenever end a sentence or a paragraph at the bottom of the page.
Always leave a
window to encourage your reader to turn the page. Make your sentence break so
compelling that
the reader can't possibly resist going on.
56.) When using itemized lists or bulleted points, use an odd number of
points--9 and 7 are
good choices.
57.) Offer incentives for cash payment. A 10% for cash offer, can increase
your cash flow and
decrease your accounts payable.
58.) Make sure your order form is prominently displayed, and that it looks
like an order form.
59.) If you mail frequently to the same list, periodically change your format
and look of mailing
piece.
The Best Of Luck To You, and Keep On Mailing!
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