Don’t Try This at the Office
From the teaser copy on the mailing panel to the call-to-action on the response device, your copy must close the sale. It should be the mechanism to answer customers’ questions and eliminate purchasing barriers.
Mistake #4: Target Everyone
A single-product mailer is most successful when its audience is highly targeted. So use your customer database to identify previous buyers of that item and analyze their purchasing behavior. This will help you to predict future buyers of that product.
Whether you mail to repeat buyers of the product or mine your housefile for prospective buyers of that item, targeting your audience helps ensure a profitable mailer. A customer who previously bought the product may need a replacement, be interested in the new and improved version, or may love the product so much that more are needed. Prospective customers on your database may have similar attributes of the product’s current buyers (e.g., business type, number of employees, location, industry, other product usage, annual sales volume) — relevant characteristics that you determine.
Don’t be tempted to increase circulation outside your targeted customers just to mail greater quantities. Accidental sabotage occurs as you become more inclusive and thus, water down the mail piece’s productivity. That’s how catalogers often draw the mistaken conclusion that an item “just doesn’t sell like it used to.”
Mistake #5: Omit the Obvious
Stating the obvious in the direct mail piece is an important element to close the sale. How could you ever know for sure if the recipient of the mail piece remembers or understands every benefit and component of the product and/or your company? Consider that you probably don’t remember what you had for dinner last night let alone the benefits of a product or company you haven’t seen or heard about for weeks, months, years or ever. That’s why it’s important to restate obvious benefits, such as two-day shipping, an 800-number, no assembly required or a product premium. The more you communicate, the better chance you have of eliminating questions and removing obstacles to purchase. In direct mail, never think the obvious is obtuse.