Sorting Through the Mailer Maze

Make it easy for people to respond. The response vehicle should include the various ways people can obtain the offer—fax, Web URL, e-mail and toll-free number. It should also include questions that elicit the information needed to determine whether respondents fit the definition of a qualified lead.

Successful direct mail marketers understand that campaign success relies on the list and the offer. Determine why you’re mailing to people, and then ensure the list and offer support the objective. The response rate will be much higher in terms of “qualified” inquiries.

BY M.H. “MAC” MCINTOSH, CBC

M.H. “Mac” McIntosh, CBC is a business-to-business marketing consultant and publisher of “Sales Lead Report,” a newsletter focusing on sales leads. McIntosh also teaches university-level courses in sales, marketing, direct marketing and telemarketing, and conducts seminars and workshops for leading corporations and associations around the world. He can be reached at (800) 944-5553, mcintosh@sales-lead-experts.com and by visiting www.sales-lead-experts.com.