In the world of direct mail campaigns, we study response rates, conversion rates. The most important aspect of a program is do you make the cut, after the first "sort".
We all "sort" our mail, whether it is in our apartment building mail room, or at the kitchen table. Mail falls into three categories: 1. Your personal mail (Uncle Charlie's thank you note), your bills, first class letters and subscriptions, 2. The mail that does not target you directly...like a catalog you'd never buy from or, a letter for something you don't want or need (insurance, might be one), or a real estate agent's postcard or more than one and 3 Some mail that is in the middle, not sure which way it might go.
You, the real estate agent, might never make it to the #1 pile, unless you already know this person. So, you want to avoid the pile number 2, which means it will automatically be thrown out.
The 3rd pile, which means you are on the bubble and the recipient can read it or discard instantly...means that you have the best chance here...if you're going to be opened or kept.
So, you need to make sure that your direct mail answers one question, and one question alone when the prospect has it in his or hands...that questions is:
What is in it for me?
You can have the cutest picture, the best graphics, a wonderful illustrator...and if you don't answer that one key question FAST...then your mailing is on the way to the round file.
So spend an hour, and consider you are your own single prospect. He or she is picking up that big mound of mail, and there are bills, letters, fund-raising mail, coupons, a copy of the Readers' Digest and YOUR mailing. What will they think?
Will your mailing give the reader an immediate benefit...and they'll read it ...because there is something in it for them?
Let me know about your mailings and how people are responding to them.
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