No matter which direct mail company you use, the following three axioms will dictate the response (and therefore your profit) from the mailing.
AXIOM #1 - 65% of the response rate is based on the database you are sending it to. If you are targeting prospects with marginal credit, you need to do an Equifax (Beacon Score mailer or some reasonable facsimile thereof). You may wish to add certain parameters such as age and income if your banks are buying as such. Conversely, if you are targeting new car or upscale used car buyers, perhaps you should mail to prospects with good credit and higher ages and incomes.
REAL ESTATE = LOCATON, LOCATION, LOCATION
DIRECT MAIL = THE LIST, THE LIST, THE LIST
AXIOM #2 - 30% of the response rate is based on the offer (hooks) inside. Hooks may be : REBATES, PRIZES OR PREMIUMS, LOW FINANCE RATES, GAMES, ETC.
In my company we have an expression that goes like this: "If you put the hooks in, they will come."
AXIOM #3 - Only 5% of the response rate is based on what the piece looks like. However, don't ignore the importance of a catchy envelope or "FREE GIFT INSIDE" printed on the envelopeyou need all the help you can get.
Whatever you mail out needs to have three things happen:
1) Get opened (the envelope)
2) Get read (catchy headlines)
3) Get responded to (good hooks)
I hope you use direct mail because four out of ten purchases are as a result of direct mail. A carefully planned direct mail campaign can average 4% or more response!
Garrett Jacoby is the owner of Ace Innovations in Marketing, Inc. in Coral Springs, Fl. Ace Innovations specializes in direct mail for the secondary and primary finance markets. If you have specific questions or require more information about this subject, please check the appropriate box on the reader response form on page 3.