Q: I would like to increase sales at my art book business using direct mail. How do I produce a decent mailer?
Aug 17 2005
Answered by: Jackie Jarvis Ask a question
There are two elements to a successful mail shot - the list and the mailer. Generally, direct mail experts rate the list as being the most important. But the mailer which you send out can also have a huge impact on the response.
Your proposed list might work well for you, but it's important always to test a list before you use it in volume. See if the company would be willing to allow you to try a small quantity of names, although many list companies set a minimum of 5,000 names. It sounds as if this list is not being marketed by a list broker and so its owner might be amenable to letting you take 1,000 names, first of all.
The biggest cost element of any mailer is usually the postage, there is also the cost of the envelopes and the letter or leaflet which you send out. Trying such a small quantity will mean the unit cost will be higher, but it probably still makes sense not to rush on and waste a high amount of postage on a list that doesn't work.
You need to decide whether what you send is going to be personalised or not. A higher response should come from a personal letter, but it can be more expensive to produce in volume. If you are to send out just 1,000, you might be able to do this yourself, printing and fulfilling it in-house.
I once sent out a mailer which completely flopped. The list was a problem but I also forgot some of the cardinal rules of successful mail shots. The message was very confused. So sit down first of all and work out the main point which you want to get across. What is the real attraction for a consumer to buy from you?
You may need to work out a special deal which attracts your target's attention. Can you offer something free if the recipient of the letter places an order with you? Free is a magic word and enhances any mailer.
Another benefit which you can offer customers is a money-back guarantee. In reality, very few people take advantage of this but it does give them confidence to deal with you. Of course, the odd one or two who request refunds must be paid. To give yourself more confidence in this offer, you can make the guarantee conditional upon the person returning the book to you in good condition.
At the top of a letter, you need to put an eye-catching line, just one, which encourages the reader to persist with the letter. In the body of the letter you can highlight particular words, which you think makes your offer attractive. Finally, at the end of a letter put a P.S. which has a clear selling benefit.
There are some other mistakes which are very easy to mistake. Sometimes mailers put in exaggerated claims which are not believed in the short term. And in the long term, you may not be able to fulfill them, which won't help customer loyalty.
Other mailers may fail to explain the offer and product clearly or may appear patronising. Above all, focus very clearly on the type of person you expect to like your products and write your mailer with those characteristics in mind.
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