3 Ways to Make an Offer Your Prospects Can't Refuse

Direct mail is great for getting your name out there, but it can do so much more than that for you. A good piece should push to drive sales, and there's no better way to do it than making an offer your prospects can't refuse. You will still need to make money from your mailer, so you shouldn't give away deals that you can't afford to make. Here are some effective ways to amp up your offer: 

1. Focus on the Benefits Don't waste space in your mailer by talking endlessly about the features of the product. Instead, only show how the product will benefit the prospect. You don't need to go into details like how amazing it looks, all the different modes it has, or what all the buttons do. This will bore a person, and in all honesty, they won't read it. People buy products for what they will do for them. They don't buy the product because they appreciate all the features, what they really appreciate is the benefits. 

2. Minimize perceived risk. When people purchase from direct mail, it can cause a level of uncertainty. Usually, it is a business or product they have not worked with previously, and they are putting a level of trust into your campaign. When people feel like they are putting something at risk by going with your offer, it can drive away sales. One way to minimize this perceived risk is to offer a guarantee. 30, 60, and even 90 days are common money back guarantees to use. Another option that can work for some business models is for you to take on all of the risks, so the buyer feels as if there is nothing at stake for buying the product. An example of this would a diet pill company offering their product for free, and the customer only pays if they lose 10 pounds. This can be tricky because you are taking all of the risks, but it can also bring a lot of rewards depending on your business model.  

3. Include Testimonials. With the introduction of the internet, reviews have almost become expected. For almost any service or product, there are reviews waiting to be read. We look for others validation as proof that we are making the right buying decision. Include testimonials in your sales pieces to make your offer seem more credible. 

Are You Calculating the Success of Your Direct Mail Campaign?

It is important with any marketing venture that you are effectively analyzing your ROI. With direct mail, it can sometimes be difficult to measure entirely how effective the campaign really was. We recommend that you focus on these three factors when calculating the success of your campaign: close rate, mail frequency, and your sample size. 

Close Rate

When it comes to your close rate, what you are really trying to determine what you need to break even. Your close rate the number of closed sales divided by the number of pieces mailed. A good rate to shoot over is 2%. The right close rate is relative to the price of your product, but if your numbers are pulling in over 2% you should be in a good spot. 

Mail Frequency

The next area you should focus on is mail frequency. When it comes to mail frequency, you first have to make sure you are using a good source list. Direct mail is worth virtually nothing if you are targeting the wrong people. Make sure you are confident with the mailing list you are using in your campaign. Take a good look at your target market, and make sure your mailing list will be reaching the right crowd. If you are planning on executing a long-term direct mail campaign, you will need to make sure you have access to enough names to make your campaign worth it. If you mail the same people too frequently, you can waste ad money. On the other hand, if you never mail the same people more than once you could be missing out on big opportunities. You will have to test the frequency in which you mail out the direct mail in order to determine what the best cadence is for you. 

Sample size

If you are testing to see the effectiveness of a campaign, it is always a good idea to send out a sample piece. This can be conflicting if you only choose a sample size of 500, and expect to get the same close rate with sending out a million pieces. Don't expect a small sample group to produce the same results as a large list. Make sure your sample size is relative to your long-term goals, so you can accurately measure what the outcome of your campaign will be.