Use These Valuable Guidelines to Increase Your Direct Mail Business.
By Jeanie Swisher
Selling through direct mail can be highly profitable, but only if you approach it with a few rules that you use consistently. Consider the following as you create your next direct mail package:
* ALWAYS include a cover letter printed with your phone number. This will increase your response rate as much as 40-50 percent.* ALWAYS stick to the topic. Multiple offers in one envelope get little or no response. Keep related offers to no more than three per mailing.
* ALWAYS fold your pages together. Keeping them separate may confuse your reader.
* ALWAYS use quality printing. This is NOT the place to pinch pennies. Use "goldenrod" or "white" paper. This will pull 20-30 percent more responses than other colors. "Green" is another possibility. Remember than gold and green are the colors of money.
* ALWAYS put a short teaser on the front of the envelope "FREE" works the best FREE samples or a FREE gift or a FREE report.
* ALWAYS keep your envelopes free of clutter. Cute sayings on the outside of the envelope do not get your mail opened. Never say "information you requested" unless it is true.
* ALWAYS be honest. Hype and dishonesty might bring an initial sale but rarely repeat customers. If you make a friend in business, you'll create a repeat customer for many years to come. It's far more cost efficient to keep a customer. It's ten times more costly to get a new customers.
* ALWAYS treat your prospective customer with respect. Hand sign your cover letter in blue ink with a pleasant closing.
* ALWAYS mail on Friday or Saturday. People have the time at the beginning of the week to read their mail. This will pull more responses to your programs.
* ALWAYS hand write or type the envelope addresses. Mailing labels get poor response unless you're mailing to thousands of prospects. Handwritten get better response than the typewritten addresses.
* ALWAYS check the spelling of the person's name and address. There is nothing more offensive than someone misspelling your name. Avoid name abbreviations.
* ALWAYS use your company name and address on the envelope. Be proud of your company.
*ALWAYS use a postage scale. It will save you hundreds of dollars over the years,
* ALWAYS use postage stamps rather than a postage metered stamp. Prospects open more mail with two stamps, rather than one single higher-priced stamp. In addition, your offer is more likely to get opened if the stamps are not exactly straight.
* ALWAYS include something of value for FREE with your company name on it. Give customers something to tack on the bulletin board or tape on a file cabinet with your company name and address. It will bring you future contact.
Jeanie Swisher, President of Spectrum Publishers, is a 30-year business veteran. Receive a FREE report by contacting her at:
SPECTRUM PUBLISHERS 35 South High Street West Chester, PA 19382
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