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More Tips To Expand Direct Mail Reaction
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By Michael Russell
This is the conclusion to an article under a similar title. It is recommended to read the previous article first before reading this conclusion.
On the back of your envelope or on a separate flier, present newly arrived items to customers. Keep dedicated customers coming back with special premiums and sales. When you know beforehand of mail delivery delays, like for bad weather, postpone end-of-sale dates. Putting a “limited time offer” on the top of a sale letter can help increase sales. Use envelopes made of lightweight paper to allow more room for sales materials and to save on postage.
List the many benefits of your product one by one for the most profit. Explain how your product can put customers above their competitors by showing how your product can help them with possible problems. Keep stock photos of products handy to use again in the future. Let customers know of sales in advance with special catalog offers.
If possible, use the product itself as your “envelope” for special sale fliers and discounts. Use a second sales letter in direct mailings to increase more sales of your product(s). Use postcard deck mailings as a cheaper way to get new customers and leads.
If there is going to be a delay in fulfilling a customer’s order, send the customer a notification and send additional merchandise offers with it. To bring a former customer back, try a pre-holiday sale. People listed on a customer’s gift list can be a business’ future mailing list for more customers. Offer double coupon specials on coupons sent in previous mailings.
Postcards that can tell a significant amount about your business should be used in direct mailings. Use a self-mailer instead if a postcard cannot tell a significant amount about your business. Even use the inside of your envelopes as space to sell your product(s). Send hard sell letters and fliers to potential customers. When you offer free gifts to current and potential customers, make sure it is really free with no string!
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Fellow competitors can try sharing mailings by agreeing to send each other sale letters and fliers in their envelopes. Base your strongest sales around major holidays and special events. Offer free shipping to current and potential customers to increase responses and sales.
Have customer testimonials listed on sale letters and fliers with dramatic flare to increase interest in your product(s). If possible, give free trials on your products to current and potential customers. Help make ordering products from your business easier for current and potential customers by offering extras like speedy checkout.
Ask long time customers their opinion on a new product by offering a sample of the product to them first. Try offering seasonal products at “off season” times at sale prices.
To help with precise matches and ease of selection, when it comes to your products, use comparison and match-up tables. Always offer current as well as potential customers a “bonus” for taking the time to order on of your product(s).
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