It has been proven that your customers receiving mail on Monday or Friday will most likely get your mail tossed in the trash. Mondays are known as heavy mailing days and most companies sort out their mail so quickly that anything that looks like advertisements gets trashed. On Fridays, mail is equally sorted out very quickly because there is typically rush deadlines to be made in the afternoons or many workers work only a half day. There is greater chance, just like Monday’s that mail will get tossed in the trash can as well.

Tuesdays followed by Wednesdays are know as “light” mail days and the recipient will most likely study every piece of mail and open them without really checking if they are advertisements or not. This also gives your company a calculated follow up by phone, if you have that kind of program put in place.

Also, remember to carefully plan your follow up mailing to also fall to the target audience in Tuesday, Wednesday or Thursday.

Sometimes just the timing of sending out mail will make or break your campaign!

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1. Attention – It must attract attention and attract the prospect to your offer
2. Interest – It must create an interest or be compelling to the reader of your marketing message.
3. Desire – It must create desire for your product by providing education about the product, niche or industry.
4. Action – Probably the most important item, it must have a call to action where the prospect either buys the product or makes inquiry for further information on the product.

The above are fundementals of direct sales techniques that have been used for over 100 years. This is the way cowboys sold wagons and horses! It feeds on the psychology of human nature and how to lead a prospect through the sales process.

Direct mail makes use of all these basic sales/marketing principles. So when creating your next direct mail campaign, make sure you use these principles as your guide for better response rate.

In our next post, we will cover the topic of direct mail response rates.

What this means is that slowly, there are special interest groups and consumer advocacy groups that are trying to change laws at the state level to prevent advertising mail pieces to the public. It certainly runs on the “coat tails” of the “do not call” laws that have been enacted in the recent years.

Printing.org has an article that goes on to state…”Printing Industries of America and its affiliates* have successfully stemmed the opposition’s traction on the state-based campaigns. At the municipal level, the San Francisco Board of Supervisors recently passed a non-binding resolution calling for Do Not Mail legislation to be introduced on the state and federal level. The so-called Do Not Mail initiatives are driven largely by environmental organizations purporting advertising mail’s negative impact on the environment.”

So that means there is a combination of environmental groups as well as consumer advocacy organizations both hitting up the legislature. Conversely, Printing Industries of America  supports “Mail Moves America,” a coalition whose goal is to promote the positive economic, social, and environmental benefits of advertising and to keep this type of mail free of government-mandated restrictions.

We should all be wary of the government bodies across our nation that we need to keep direct mail alive and kickin’ so we can keep the free enterprise system intact!

As with any sports team, coaches will state that practicing the fundamentals, training outstanding athletes with this method has never failed a team to the championship. Likewise, when marketing successfully, it pays to practice what has always worked.

The SECRET is repetition. Yes, when mailing to a targeted list of customers or prospects, it pays to repeat mailings in reasonable intervals so that the marketing “message” is constantly reinforced in their minds. Eventually inertia will take over and the customer, and when ready to buy, will be ready to call you and your business to make a purchase.

So don’t measure your direct mail campaign with one mailing to that one list. You need to mail repeatedly to the same list several times before you reap the rewards AND profits of that targeted list you are using!

If you like this article, tell your business associates about it and have them visit and comment!

Here is a link to Bill Fryer’s website that has 28 value packed direct mail design tips.

http://www.billfryer.com/design/

We agree with most of these tips except for tip #8 where Bill suggests “long copy” sales message versus short. We are of the belief that “short and concise” is better. Of course, the idea of the long copy sales letter is to thwart off any objections in the sales message before the customer can think of, but we would rather “tease” interest with a specific benefit that would compel them to contact us or to stop by our business location.

Let us know what you think…click the comments button below…

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Although we are located in Scottsdale, Arizona, we can handle a job from anywhere in the USA. Here are just some of the services we offer your business:

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Here is a video from Ford Saeks that explains how important it is to match the sales message to the target market. Do it right the first time!

Always experiment with different channels of marketing your business and you will be surprised at the combined results it will give you. You hear about businesses using social networking sites such as Facebook and Twitter to get the word out about their products and services. There are several combinations of marketing channels that can be effective. Word of caution, just remenber that any new channel you open has its own “high maintenance” factors to consider!

We are still helping our customers get the best “bang for their buck” with direct mail campaigns and there seems to be no end in sight for the effectiveness of this medium.

For your direct mail processing needs call Business Helpers at 480-483-7677. Serving all of Arizona, USA.