More Ways to Increase Response

Last week, you read some of the basic ways to increase message response. There are additional ways to increase response that apply specifically to direct marketing:
• Use envelope teaser copy.
• Appropriately use the word “free”. Also be cautious not to overuse it.
•Focus on the offer and getting a response, not necessarily the product and getting the sale first.
• Offer more than one way for a prospect to respond to your offer (website, toll-free number, etc.)
• Focus on your competitive advantage, that benefit you offer that your competition doesn’t.
• Consider further segmenting your database to create even more targeted messaging.
• Put your headlines in bold, large print and enclose them in quotation marks. Studies show that headlines in quotes draw more attention.
• Suggest forwarding your marketing to a more appropriate person, if your recipient isn’t the right one.
• Select a few recipients and follow up by phone. Depending on the results, consider a formal telemarketing follow-up program.
• Create a sense of urgency by deadline, limited supply, or an expiration date. Consider this as part of your envelope teaser copy.
• Always use a guarantee that has as few strings as possible. Use minimal or no small print.
• Do something extreme; print your picture on the envelope; print something upside-down.
• Make it easy to respond to you and pay you.
• Have a clearance sale even if your intentions aren’t to clear out inventory.
• Use a Business Reply Card (BRC) or Business Reply Envelope (BRE).
• Remind customers of their last purchase and the length of time since then.
• Thank people in advance of their order.
• Use photos to create relationships with people; use photos of products to help prospects visualize.