In order for your direct mail marketing campaign to be successful you have to send the right offer to right people and the right number of people. You need to start with a good mailing list, but equally, if not more importantly, you have to get people to open the mail so they can see what your offer is. There is an age old formula for direct marketing known as AIDA which is for Attention, Interest, Desire and Action. The first step is attention. If you don’t get their attention they won’t open your direct mailer and it won’t matter if you are offering them free gold, they won’t respond.
Getting attention may rely on use of color, graphics and an attention getting headline right on the outside of the mailer. Before the customer even opens your mailer they should be excited about what is inside. Remember not to overdo the hype because today’s customer is savvy and somewhat skeptical about “free” offers…they have been burned before.
One of the best ways to find out what will and won’t get a customer’s attention is to do some test marketing. Start with several ideas and send them to three areas with the same demographics. Assign each a particular code to use when they call to take advantage of the offer so you can track the response. Pick a winner and roll out your campaign on a grander scale and watch the money roll in.
