Direct mail in an online world can be a key to your growth and profitability.
Consumers or B to B marketers profitably use direct mail magalogs which are infomercials in print. Or bookalogs, direct mails overlooked response kicker. Or 3-D, the biggest response generators (see below). Or a newsalog, retromarketing at its best.
But most use envelope mailings.
Let’s look at a consumer direct mail campaign and see the tactics that can help you create a winner.
Success secret #1 – The envelope
It must stand out. It must motivate your prospect to want to rip it open and see what it’s about.
Look at the envelope my CDMG team and I created for Colorado River Adventures…
Its targeted audience are RV enthusiasts.
For RV parks, there is intense competition…and Colorado River Adventures is an expensive members only park.
Look at the envelope. See the pre-head copy reads “No alarm clocks. No traffic jams. No rush. No worry.”
The main copy was “Where would you like to wake up tomorrow?”
The pictures we used created the feel and desire the RVers love.
Pre-canceled stamp – increased response by 15-20%.
And note the tease to a freebie.
Success secret #2 – The letter A great letter needs:
- A superscript (copy above the salutation) “Imagine escaping to a spacious, private RV resort…instead of yet another crowded campground…”
- A personality signing the letter
- Short paragraphs, short sentences
- Powerful direct response copy
Success secret #3 – A value added piece In this case a “7 tip” check list.
Success secret #4 – An oversized response device Enough room to get them excited.
Success secret #5 – An irresistible offer In this case a 3 night free stay.
Success secret #6 – A dedicated landing page
Success secret #7 – A video demonstration
Add today new modeling techniques to clone your perfect audience (better than email or online targeting) and you’ve got a winner
Incidentally, we also created a magalog for this client. You can see the case study here.
Can I help you with your direct mail? Questions? Contact me at firstname.lastname@example.org or 310-212-5727.