Direct Mail Strategy: The Great Response Influencers
For example, if you no longer get faxed orders, stop offering the fax number. It’s one less phone number to show on order forms, reply cards and in letters. Or take a tip from catalogers that now get the majority of their orders by phone or online. They either encourage customers to use their ink-on-paper order forms as order organizers or have eliminated the order form altogether.
The key is to make it simple and easy to respond. Offer your customers response methods they want and use … and make your decision based on the numbers. Drop a response method for your company’s convenience or cost-savings and it could significantly influence response—in a negative direction.
Now back to my opening concern about the client who wanted to focus only on the format.
As we’ve just discussed, there’s much more involved in the success of a mailing than just the size, shape and components of the format.
An easy reminder is Ed Mayer’s 40-40-20 Rule. It states the success or failure of any mailing hinges 40 percent on reaching the right audience, 40 percent on making the right offer to that audience and 20 percent on sending the right message.