Before launching your next direct mail marketing campaign, add these rules to your list of MUST-DO’s.
Thank you for reading this post, don't forget to subscribe!Rule #1 Provide a compelling call-to-action
Retailers have an easier time using “calls to action”. Percentage discounts, free shipping, or buy one, get one free are all popular examples.
However, what about real estate agents? What type of call-to-action can you provide that will compel the postcard recipient to follow up for more information?
The following are some attention-grabbing examples that could potentially engage homeowners and prompt them to request more information.
• Free Buy First vs Sell First appraisal
• Free Home Equity Analysis
• Free Local Market Data
• FREE Pre-Listing Consultation
The above calls-to-action are included in the Call to Action series available at Prospectplus.com.
Remember that when you use calls-to-action in your marketing, the number of potential customers you have to redeem the offer affects the response rate, according to Bob McCarthy at DMNews.com.
The more they have to do to get that offer, the lower the response rate. So make it as quick and easy as possible for them.
Rule #2 Use extraordinary designs
McCarthy claims, “One strategy we use to get our highest response rates is to make the call-to-action the centerpiece of a direct mail piece.”
Whether you include an image representing the free offer or use text to describe it, mention it boldly and frequently.
Your message (its length and graphic requirements) determines the size and style of the medium.
Planning to keep it plain and simple? A standard-sized postcard can work, although jumbo, panoramic and mega-sized postcards look different in the mailbox than what really makes a lasting impression.
If it’s graphics-heavy and you include substantial copy, it becomes even more important to use one of the larger postcard sizes (jumbo or panoramic).
Choose a font that is easy to scan as people check their mail. As direct mail experts, we recommend using a sans serif font such as Arial rather than Times New Roman or other serif fonts.
Consider changing the font size throughout the text. For example, you can highlight important items with a larger version of the font you choose.
Additional design tips to keep in mind include making sure your headline is concise and specific while also being bold and compelling. Use lots of white space to make the fragment easily digestible.
Subheadings are important because they help guide the reader through the text. Don’t forget to use high-resolution photographs, and avoid texting photos.
Final note, make sure your call-to-action is unique and that your contact information is easy to find.
If you want to save time and make sure you’ve followed the above rule, these important best practices have been applied to the Call to Action series available at Prospectplus.com.
Rule #3 Track Your Results
Tracking your results is important for your direct mail campaign. One of the most popular methods used by agents is to create a dedicated website landing page.
The URL should be unique to the campaign so that you can know your exact response rate (the number of responses divided by the total number of pieces sent). Marketing experts differ when citing an “average response rate” for direct mail.
The most recent figure puts it at 9%. How close or far you get to that figure depends on how closely you follow the guidelines outlined above.
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