With our current tech-driven society, some may say commercial mailers are a thing of the past. But actually, the benefits of a strong direct mail campaign are vast. When it’s done correctly, sending commercial mailers is an awesome way to target customers. It may not be as easy or as inexpensive as flooding inboxes with Spam, but it’s a lot more predictable, trackable, and effective. In order to help your mail campaign to succeed, here is a Checklist of Essentials for Commercial Mailers. This will make your effort and time spent to reach your customer much more effective.
- Target your audience carefully: Accurately identifying your most-likely customers is the key to sales. This will also keep you from spending time and money sending mailers to those who will never give you their business.
- Refer to your customer as “you”: This will make your mail feel more personal to the customer and less generalized. It’s also important to use “you” a lot more than “I” so that your customer doesn’t just feel like you’re out to get what you can out of them for your benefit.
- Give your mailer the “President’s” signature: From the moment that piece of mail reaches the recipient’s hands, they are looking for a relationship. If they feel they are “talking to the boss” they are more likely to believe what they’re reading and want to know more.
- Make a charter offer: Make the reader feel like they’re getting in on something new. This has a strong pulling power.
- Offer a continuity program: Start off with trial offer so your customer can get a feel for your product without a big financial investment. But after they are committed, this will ensure sales every month.
- Make multiple versions of the same product available: Using a “good, better, best” strategy will make your customers feel like they’re more in control of the purchasing process.
- Make your envelope do the work: Use words like “new,” “free,” or “important” to draw people to see what’s inside.
- Use reply cards and make your 800 number stand out: Make the ordering and calling for more information process an easy one. You don’t want to give a potential customer a bad taste in their mouth before they even purchase your product.
- Use a unique envelope: Play around with sizes, shapes, colors, and textures to make your mail stand out from the rest.
- Test one variable at a time: As you test each variable, use the results for your next mailer. This will help you keep track of who is buying from which ad.
- Offer free helplines and a strong guaranty: Your customer has not actually seen or touched your product. They need something to lean on aside from your word.
- Create a catchy headline: Headlines sounding like they came from a tabloid gain attention quickly. Play around with your words and don’t just settle with what comes to mind first or with what comes easy to you.
Using these pointers, you can create an effective commercial mailer. And effective mailer is an amazing marketing tool to increase your sales and benefit your business. For further mail and shipping advice and information, feel free to contact us. We’d be happy to hear from you.
