First, you must test the list. To do this, you must mail to a representative cross section of the list. There is a debate on what that percentage is, but to ensure relative statistical significance, you need to mail to 2000 names or 5% of your list, whichever is greater. Also, indicate the names you have mailed to so if the test is successful, you don’t mail to them again.

Then, test your copy. Take part of your list and mail them one letter; at the same time, mail a different copy to the rest of the list.

Finally, test your offer. Do you offer one product in your mailing or several? Is there a gift or bonus? In the same way, you can test different price points.

Know the "math of success" Make sure you know the "math of success," that is, the formula that will show whether or not your direct mail campaign is succeeding. Before the proliferation of e-mail, response rates used to be at 2%; now, they tend to remain steady at 1%. Be sure that the math works: # of pieces mailed * response rate * conversion rate (those that actually send you money). If you can make money when all is said and done, then you’re on the right track.

Most important: while direct mail is an effective and proven customer acquisition tool, direct marketers actually make money of what is often referred to as the "second sale." Customer retention – and building valuable customer relationships – is the true goal of all direct marketing efforts. You’re paying for the lifetime value of that customer – keep this top of mind as you are on the direct mail journey.

Page 2 of 2 :: First | Last :: Prev | 1 2 | Next