Database-Driven Creative Solutions (1,598 words)
The keys to the success of this self-mailer that high-tech marketers can apply to their efforts:
- set your sights on how and when to start the more technical conversation;
- empathize with recipients and their perception of a seminar, i.e, showing it to have a dynamic speaker;
- limit messaging to the seminar and what prospects will get out of it, rather than trying to sell the product in the mailer; and
- learn the hot buttons and liberally use them in the mailer to continue enrolling prospects into attending.
As a final word, in all cases, the reply forms were faxable as well as mailable, and there was a toll-free number and a Web site landing page. The reply forms were simple and did not ask more than a few questions, to keep it easy to respond. This is also an essential part of the chemistry of a mailer to a busy audience.
So, now I invite you look at your own mailings—in particular, your lead generation and upgrades to existing relationships—and think about how less information might provide more of an opening for conversation with your prospect.
Carol Worthington Levy is a founder and creative director of MarketingBank in San Jose, CA. She can be reached at firstname.lastname@example.org, or visit her Web sites: www.marketing-bank.com and www.worthington-levy.com.