5 Changes to ‘Junk Mail’ That Will Triple Response

You know where I get the most junk mail? Mixed in with my snail mail at the office. Way too much B-to-B mail is junk mail in my opinion.

Oh, now calm down. Snail mail is not a pejorative term in my mind — postal mail is slow compared to email and many other media, just like real snails are slow. Being slow doesn’t make real snails useless — they can be delicious! And snail mail remains an indispensable marketing channel when used correctly.

Junk, on the other hand, is just junk. It is neither delicious nor effective. And, too much of the B-to-B mail I get is junk. It is junk because it doesn’t accomplish anything — no offer, no compelling value proposition, no reason to respond — I’m often not sure why they sent it. To me that is junk, and it could easily be made better.

A couple of examples:

A postcard from a paving company sent to me, the vice president of marketing. My title used to be President (five years ago) so it’s using an old list to begin with. In all fairness, we do have a parking lot, but it looks pretty good to me. The card tells me the company is my best choice for full-service commercial paving. Yawn. Seems I can get a free quote is I send them an email.

There’s even a QR Code — I’m hip, I scan QR Codes — but all it did was take me to the home page, which looked kind of puny on my iPhone. No IMB, by the way, so the paving company doesn’t know if or when I got it, so I don’t expect any meaningful follow-up.

This is junk mail. No offer. No compelling value proposition. No reason to respond. Junk.

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  • Carolyn Goodman

    Bravo Dave! If every lazy marketer followed your tips, I agree that response rates would go up. And, don’t you wonder why the paving company didn’t do more work on the front end to identify potential prospects? Surely they could have hired a couple of unemployed kids to drive around a 10 mile area and find parking lots/business addresses that clearly needed to be repaved and built a custom mailing list for far less than the postage they paid to mail to thousands of uninterested prospects.