How to Deliver Direct Mail Results

The quality of the copywriting is another factor that determines the success of a direct mail campaign. "It is a learned art, " observed Spaulding. "Not everyone is good at it—although, strangely, almost everyone thinks that they are. We do offer dealers assistance in creating or editing copy."

According to Weinzierl, "The two most effective words in direct mail copy are 'free' and 'new.' Also, it is statistically proven that adding a premium, such as a pen, adds dimension and creates interest that will double response rates."

He also reminded distributors that using the colors red, blue and yellow will help direct the eye to key areas on a mailer, and that an 800 number should be mentioned at least three times for maximum reinforcement.

Spaulding pointed out that problems arise when customers have unrealistic expectations regarding responses or fail to understand that most successful direct mail campaigns require multiple mailings. Other snafus include miscalculating cash flow, not having a back-up plan if the first mailing fails to measure up, neglecting to assign responsibility for the various facets of the campaign itself, and failure to allow sufficient time for planning, execution and mail delivery.

Weinzierl emphasized that timing is particularly critical for retail customers dealing with sale dates. "If it is a dated project, always go first-class," he recommended. "Otherwise, the standard rate is fine."

Weinzierl also said that the national average is that for every dollar spent, customers should see a $15 return on direct mail. To help ensure that this is the case, distributors are always well advised to partner with knowledgeable, competent suppliers.

By Maggie DeWitt