Many of them think that the people receiving their carefully constructed and colorful mailings just are not in the mood to listen to them, or buy. They could not be more wrong. The people that are receiving your letters or postcards will review them and make the following Decisions.
I can’t tell you how many mailings I receive each week that don’t have a call to action, are poorly constructed, and fail to engage me directly. Most get tossed without the envelope being opened. Why? If you can’t tell me what you have to tell me in the few seconds I have your mailer in my hand… You are wasting my time. Time it seems is the disease that direct mail suffers from. The consumers of 2010 have a lack of attentiveness and a lack of time and cannot be bothered by lengthy and protracted communications. Give me something, give it to me now, make me want it….
OK, so say you are a small restaurant and send out post cards with a $2.00 off coupon on the back off of lunch. Say that you normally receive back 20 postcards. Now, if you provide them with a short link to your website, and tell them they can have access to $50 worth of coupons from your restaurant, you will not only receive back those 20 postcards, but also 20% more (4). You will also then receive 10 coupons from your website that are redeemed by interested customers for a total of 34. These are numbers based on average statistics provided by the Direct Mail Association. Even they know that you have to provide your customers with more than a piece of paper, you have to build momentum, provide additional options and opportunities and stoke public opinion of your establishment.
If you are glad that you didn’t chuck your mailing list, and if you are interested in harvesting qualified leads, sending out direct mail pieces that are delivered, read and returned to you, and providing your customers with a way to stay in touch with you and take advantage of opportunities via your Web Site, contact Mike today. email@example.com