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On July 27, 2012

Five Tips to Your Direct Mail Campaign More Effective

1. Remove your company name from your corner card. The term corner card refers to your promotional graphics and copy as well as the return address on an outer envelope. Today’s consumers are bombarded with direct mail. A mailing piece that is easily identified as from a company wanting to sell something may be viewed as junk before it is even opened and the well-crafted sales copy has a chance to work its magic.

2. Put your phone number in the body copy of all of your letters. This direct mail campaign tip will make the letter seem more personal and may help prompt the customer to call.

3. Stop using teaser copy on your mailing envelopes. Nothing screams louder that the direct mail piece your customer is about to open is an advertisement than a small pre-sell ad.

4. Mail using live stamps. Most consumers view the use of stamps as first-class mail even though it’s not. First-class mail often performs better than other discounted mailing methods. It is a good idea to run a few tests to get an idea if a first-class Mailing will perform well enough to justify the additional costs of a direct mail campaign.

5. Are you selling a product or service? Consider changing your 10-, 30- or 60-day guarantee to a full 1-year guarantee. Many online retailers have reported that sales have increased with a super guarantee. Make sure you state that the product will only be returnable if it is in the same condition as it was when sold. Zappos, an online shoe retailer, is one of the fastest growing e-tailers. Not only does it have a 365-day return policy, but it offers free overnight shipping, free return shipping and a 110 percent price protection guarantee. The modern consumer is looking for trust and a company that will be around in the near future.

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