Direct Response Marketing

5398517_sAre you a marketer who wants to reach your target audience directly without a salesperson?

Direct response marketing may be just the ticket. While direct response can involve channels like email, radio, TV infomercials, the focus here is on print campaigns.

For simple products that do not require much explanation you can sell off a postcard with an 800 number. Picture an orange grove selling crates of oranges to shivering New Englanders looking for sunshine in the form of juicy Florida citrus in the winter.

If your product is less straightforward, you can use larger formats with more real estate and get orders directly… or generate leads with a two-step process, inviting recipients to visit a landing page, call for more information or request a catalog.

Direct response marketing can seem daunting to first timers – so make sure someone on your team knows the ins and outs. Here are the key areas to be aware of before undertaking a print direct response campaign…

6 Keys for killer marketing campaigns

1. Creative – direct response creative involves rules and guidelines.

Colors and typography that boost response have been identified. Sometimes these rules have been successfully broken, but those are exceptions. First, adhere to the rules, then you can try flouting them. That’s why copywriting and art direction should be handled by a pro.

2. Lettershop – everything makes a difference in direct mail, even how a letter is folded.

It’s true. You’ll probably want to fold your letter using a “Z” fold versus a “U”. Every small decision contributes or detracts from your response.

3. Format – there are numerous direct mail formats to choose from, starting with the lowly postcard (which comes in hundreds of sizes) to various letter sizes which are numbered, such as #9, #10, #11, 6×9, 9×12 (to name a few). Traditional packages include an envelope, 2- or 4-page letter, brochure, order form, reply device and sometimes inserts called buckslips and lift notes.

Another category, self-mailers, are essentially letter/brochure hybrids that are wafer sealed or stapled without an envelope.

This is just a short list – the possibilities are endless. Certain products and services lend themselves to certain formats. Pricing varies all over the map, so decide on your format based on the advice of your creative consultant and your budget.

4. Personalization – personalization will likely boost your response so check out the additional cost, do the math and determine whether it makes sense for your campaign.

5. Postal – rules are complex and involve many decisions, such as mailing bulk or first class, stamps or indicia (stamps can boost response), standard or oversized.

For example, the 9×12 envelope, called a “flat” is considered oversized and a premium is now charged, which has rendered this once popular format a rarity today.

Here again, you will want an expert on hand to advise you on how to earn the maximum postal discounts while getting your campaign out on time.

6. Measure your results – consult with a number cruncher who can analyze your results and help you take that learning to inform your next campaign.

Schedule your free consultation today…

Are you ready for your Free 20 minute consultation on your #1 marketing challenge?

You can familiarize yourself with the ins and outs of direct marketing and muddle through using trial and error. Or you can call me at 203 371-0654 and have a nationally known copywriting genius mastermind your next direct marketing campaign.

My direct mail copywriting expertise was recognized when I was named a “Copywriting Genius” by Monthly Copywriting Genius, a newsletter that helps copywriting cubs learn from the masters. You can click the link to read the “Genius” article.

Or simply…

click the link and request your free
direct response marketing consultation >>>

Either way the choice is yours…