All-Star Direct Mailers Answer a Few Key Questions
Schneider: We keep mailing controls until they show some kind of fatigue or a test package beats them.
4. I work on DM for audiences over the age of 65. What can you recommend for successful DM to this audience, other than appropriate graphic adjustments?
Tyson: Prospects over 65 like direct mail and are more comfortable with it than some other forms of direct response advertising, at least according to the research I've seen. DON'T CALL THEM SENIORS — they hate it. They read so your copy will be read if it is good. They know more about technology than you might think but are happy sending back that order card. Seniors are just people so I'd use good techniques and forget about their age.
Schneider: Like any age group, it depends on what the product is. Benefits are key selling points to any age group, but the specific benefits will vary by the nature of the product. A motorized chair helps an older person be independent. A hearing aid helps them enjoy life. The DM package would need to be geared to the two or three chief benefits of the product.
5. What are the first areas that you would test with a new direct mail program? (colored letter, envelope, sizing, labels, etc.)
Schneider: Hard to say without seeing the control package and understanding why it works. An outer envelope test is usually a good place to start, leaving all the other components unchanged. Simply adding a background color to a white outer can sometimes lift response.
This DirectMarketingIQ webinar "Copywriting & Design All-Star Session - 2012 Best Practices for the Direct Mail Envelope, Letter, Brochure & Reply Form" is available on-demand now.