Tag Archives: Mail Piece

And… ACTION!

And… ACTION!

A Call-to-Action (CTA) should do just that- call people to act! The purpose of a CTA is to generate a response. Whether you want customers to call you back, send in a reply card, or bring in a coupon, you want them to respond. Here are a 4 ways to help make your next Direct Mail or Email Marketing program drive a response:

1. Use active words!
Using words like “Call”, “Reply”, “Subscribe” or “Register” involves the customers. Think about what the objective is for your marketing program. Do you want to increase traffic to your website, visitors to your store, or add people to your email database? Once you’ve got that down, you can figure out your “active” word.

2. Create Urgency
You can have the best offer or direct mail piece in the world- BUT if no one acts upon it, then what’s the point? You have to get customers to act right away. If you need customers for a specific time frame (i.e. a slow season), than consider using urgent language. Adding an expiration date, or limited-time offer helps create urgency. Sweeten the deal by offering a gift if they redeem the offer by a certain day.

3. Tell em’ what to do
People have to be told what to do, when, where and how. Don’t make things more complicated. Keep your message clear and concise and simply spell it out for them. For example, “Subscribe to our Tip of the Week by Tuesday, November 7 and receive a $5 off coupon to use on your next purchase”.

4. Make an offer they can’t refuse
When creating the offer, try not to go for the “usual”. If you’re competitor is offering a “Buy one, get one 50% off” offer, why do the same thing? Instead, try something like “Free $10 gift card with your purchase of $35.” Remember, most people don’t like to have to calculate things. Making it easier for them is always better.

If you remember to: 1. Use Active Words, 2. Create Urgency, 3. Tell them what to do, and 4. Make a great offer, than you’re all set! It also doesn’t hurt to test different campaigns, to see what works best for you.

Lois K. Geller is President of Lois Geller Marketing Group in Hollywood. Florida. Find her on twitter: @loisgeller. Her books on marketing are available on Amazon.com.

Pushing the Envelope

Pushing the Envelope

blank white pagePushing_the_Envelope

Every day we come home, get our mail and sort through for the bills and any letters from friends and family. It’s pretty much a routine we have…you already know what you’re looking for. So what makes a direct mail piece stand out so that we don’t rule them out and throw them in the trash?

blank white pagestandoutinacrowd

The envelope is the first thing we see. If it doesn’t immediately catch your eye or looks questionable, 9 out of 10 times it goes “bye-bye”.

Now the question is: how do we draw them in? We all know the old saying don’t judge a book by its cover, but in this case, you have to! The envelope is the first impression, so you have to hook that fish and reel it in. The idea is to at least get them to read the letter inside.

Some great ideas to boost your envelope appeal:

1. Use unique colors for the envelope itself. Depending on your product or service, use colors that pop. Colors can captivate and stir emotion. For example, when promoting to teenage girls, test using colors like hot pink.

2. Create urgency by using a call to action like “Limited-time only” and “Look inside for FREE _______”.

3. Experiment with different size envelopes and test which one works better.

Here’s an example of a successful mail piece that we created.

philzoo copy

The objective of this direct mail piece for the Philadelphia zoo was to increase memberships. The strategy was to create multi-format mailings featuring the benefits of membership. The end the results, we were able to increase response rates, because of new creative and new list selection.

Funny enough Mike our VP and Creative Director, STILL wears the “I Belong in the Zoo” t-shirt that was featured on the piece.

I love the art prints, and where is the offer?

I love the art prints, and where is the offer?

bookpix

Recently a client came to our offices to tell us all about his fabulous line of art books. They were great, and we enjoyed seeing the art, before it was published. He mentioned the thickness of the books, the special art historian who was the author, and so on.

Then I asked him the big question: what is your offer? His reply was, “I don’t need an offer”, and “these books are high quality and stand on their own”.

I explained to him that in direct marketing you always need an offer, or you’re just selling retail in the mail. The offer answers the customer’s questions of “what’s in it for me”, and it is really the closer for the sale. Read the rest of this entry