Direct Mail in a Digital World

By Bill Harris, III



Is there still a place for direct response mail in a digital world? Has e-mail eliminated the power of regular (or snail) mail?

Actually, quite the opposite. Spam filters and technological glitches may stop your e-mail. Your important message may be deleted by a quick finger. But the post office will deliver your message, your offer, your information, and there are proven strategies that will help make sure your material gets read, not recycled (or at least read, then recycled).

Whether inviting the neighborhood to your grand opening, announcing a new product line or soliciting repair work for equipment you've sold, there are certain strategies that have been proven successful over and over.



1

Understand the elements of a successful direct response campaign. The list of folks to whom you're mailing is responsible for 50% of the success of your campaign. Your offer is 30% of the success of your campaign, and the actual design and writing accounts for the remaining 20%.



2

Your mailing list is gold. A printer who handles direct mail, a mail house or a mailing list broker can help you find the best list(s). Before you talk to any of them, gather as much information about your potential customers as possible: age, gender, location, income, likes/dislikes, etc. Are you looking for people who are just like your current customers, or looking to expand into new areas or markets?



3

Give a meaningful offer, such as extra savings, a free booklet of information, a gift with purchase or some other offer not available to the general public. A "free estimate" that anyone who calls would get isn't an offer.



4

Make sure your piece (or package) works as hard as possible. If you offer a money-back guarantee, a free trial size, an exclusive product or free delivery, highlight it. Photos that show the results of your product or service are more powerful than a photo the product itself. Words such as "new" and "free" are powerful. Be strong, but be honest: Don't oversell or over-promise.



5

Use technology whenever possible. The advent of digital printing means personalizing not only the envelope and the salutation of a letter, but even content within a letter, is easier than ever. "Dear Mr. Harris, we can save you 50% on oil changes for your 2007 Scion xB" will generate more business than "Dear Car Owner, we can save you 50% on oil changes for your vehicle." But make sure you, your printer or your mail house check names and spellings for embarrassing errors. You don't want to mail to "Dear Johnson, Jr."



6

Track your results. Use a specially marked reply card, a different phone number, an exclusive offer or some other device to gauge exactly how successful your mailing is. Relying on your employees to ask, "How did you hear about us?" is often inaccurate.

Finally, have realistic expectations about what your direct mail piece or pieces can do. Many folks believe the "average" rate of return for a direct mail piece is 2% (somewhat like the statistician who drowned in the lake whose "average" depth was only two feet).

For example, let's say you're mailing an 8-1/2-inch by 11-inch flyer to everyone within a five-mile radius, asking them to call you about buying plots at your cemetery. A response rate of 0.5% would be phenomenal. On the flip side, let's say you're mailing a fancy package to everyone who bought a BMW from you within the last five years, offering them a free leather portfolio and the opportunity to test drive the all-new X6 Sports Activity Coupe. A response rate of 10% would have to be considered a disappointment.

With all of the printed and electronic media available today, there's still only one way to make sure your message gets into the hands of your customers and potential customers: Put it in their mailbox - and be smart about how you do it.



Bill Harris, III, is owner of Word Movers, a full-service printing and mailing company in Millersville. He can be reached at 410-987-6648, or bill@wordmovers.com.