Every direct mail letter should strive to make a connection between the letter writer and the recipient. Response rates can be dramatically increased by forming a common bond between the writer and the recipient.
The first step in creating such a bond is to know your mailing list. By studying the demographics of the mailing list, the letter can be carefully crafted to draw in the reader, and the longer that your letter engages the reader, the more likely you are to receive a response.
- In the first scenario, the agent writes a generic letter that extols the benefits of a new policy her company is promoting.
- In the second scenario, the agent makes use of the knowledge that when she purchased her mailing list she had used a “Presence of Children” demographic selection. With this knowledge in mind, she opens her letter by saying…”With three small children of my own, I often wonder what would happen to them if something were to happen to me.”
Every parent at one time or another has worried about how their children would be taken care of if something were to happen to them. With that simple opening sentence, she has now made a connection with the recipients of her letters. The recipients now have a common bond to the letter writer and a reason to keep on reading. The balance of the letter still goes on to promote the insurance policy.
- There are no additional out of pocket costs to write a letter that creates a bond between the recipient and yourself.
- Improved response rates that are generated when a bond is created and that means additional revenue in your pocket.
Take the time to analyze your database and then create that special letter, which will make a connection between you and the recipient, you’ll be glad you did.
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Consumer Demographics help make a strong connection.
With FNBR’s mailing services, we can help you create a connection.
About FNBR Incorporated
FNBR is a marketing company located in Tampa, Florida. FNBR offers mailing lists, database management services, typesetting and graphic design services, printing and bindery services, email marketing, and complete direct mail services to companies throughout the U.S. and Canada. FNBR can be reached at 1-888-988-8148.
Are you asking the right questions to produce a successful mailing?
Mailing List: Do you understand the difference between “response” lists and “compiled” lists? Are you sure that your demographics are a good fit for your product or offer?
Customer Profile: Have you developed a customer or prospect profile? Knowing your clientele will help you refine your lists and generate mailers that appeal to their needs.
Offers: Have you made an offer, and is it proactive? For example, a 30 day free trial is more proactive than a 10% discount.
Quantity/Quality: Have you looked at the quantity/quality ratio? Are you looking for a large volume of returns for your sales force to call on, or fewer quality leads that are easier to turn into sales?
Costs: How much are you willing to spend for a response? Does your conversion rate and gross margin support your cost per response?
Results: Do you offer proof, such as test results, testimonials, or case studies to show the value of your product or service?
Guarantees: Do you provide a guarantee, and if so do you showcase it? The more positive a guarantee is, the more likely you are to make a sale. For example “try it without risk for 90 days” works better than “your money back if not satisfied”.
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Obtaining the right answers to the above questions will help to ensure that your mailing is successful. As always, the sales staff at FNBR will be happy to help you with any questions that you may have regarding your mailing campaign. Call us toll free at 888-988-8148 or send us an email at firstname.lastname@example.org.
Direct mail is a very effective and cost efficient way of advertising your company. While the printing and presentation of the mailer is important, proper planning helps ensures a high response, so start planning early.
The most successful mail campaigns are the ones that are well thought out and well planned.
Your direct mail campaign should start with a clean and highly targeted database. Make use of list demographics to profile your ideal clients, and be sure to NCOA update the file right before the mailing is sent out. Sending mail to the wrong address is money wasted.
Define your goals and design your mail piece around them. Do you want your mail piece to: generate immediate sales, increase awareness of your company, generate sales leads, or build customer loyalty? To generate sales, a postcard with a discount coupon can work, but to increase awareness of your company consider using a company brochure and other supporting literature.
Lastly, consider if direct mail is reaching your entire targeted audience. Email may be better suited for a portion of your database. Consider the combination of both direct mail and email to reach your audience.
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Call FNBR Inc. at 888-988-8148 or send us an email at email@example.com