How to Overcome Resistance With Direct Mail
The biggest challenge for marketing, no matter what the channel, is driving response. One of the best benefits of direct mail is that it has an easier time overcoming the resistance to responding. Of course, not all direct mail works. How can you get your direct mail to drive a better response? Let’s look at four tips.
4 Ways to Overcome Resistance to Your Marketing With Direct Mail
- Emotion: Start by addressing the emotions people have about making a purchase. They have fear about the unknown. Give them some testimonials from people like them that loved your product or service. They have some anger about having to deal with this now and the urge to procrastinate about it. Provide benefits for them to see how great it will be after the purchase and give them a deadline to respond by. Finally, you need to address the self-doubt they are having. Are they making the wrong decision? Will it work? You can help reinforce them with compliments and positive messaging.
- Experience: Use the direct mail piece to create and experience for your customers and prospects. There are many ways you can do this such as adding video, augmented reality, texture and so much more. Hands-on experiences are powerful. The most important part here is that the experience is relevant to your product or service and is engaging and fun.
- Trust: People buy from companies they trust. Your direct mail needs to be trustworthy. In order to do that you need to be clear about what they can expect from your product or service. You need to be very open and honest with your messaging while keeping your tone optimistic. This is another place where testimonials really help. People believe other people like them. Another factor is repetition. It really does take eight to 10 touches with prospects before they feel comfortable buying from you. Keep in mind that multi-channel marketing can help you here. In many studies over the years direct mail has been the top trusted marketing channel so use that to your advantage.
- Focus: The focus of you direct mail piece should be on converting the people who are ambivalent into buyers. They are the quickest way to increasing your response rates. They are not a full on "no," they are a "maybe." Find out the ways to reach them specifically to address the three ways above. When you are able to address all their concerns you can get them to act and buy from you.
Keep in mind that you are asking people to make a change when they buy from you. Many people do not like change and that is why your messaging is so important. Grab their attention with your design, but get them to buy with your message. The four ways discussed above will help you drive your response rates up, but the only way to sustain growth over time is to be driven and consistently changing what you are doing. Yes, you should be sending mail to people multiple times, but not the same thing — you need to change it up.
The real power of direct mail is targeting. When you add variable data messaging to your highly targeted list, you are tapping into a persuasive method. Make it easy for them to respond by providing them an offer that is relevant, a web address they can make a purchase from that is mobile friendly, and any other ways you want to provide a phone number they can call. The easier it is the more response you are going to get.
A blog about Direct Mail Marketing, tips, tricks and what not to do.
Summer Gould is President of Eye/Comm Inc. Summer has spent her 23 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. She is also a committee member for Visionaries in Philanthropy which benefits San Diego Meals on Wheels.