Famous Last Words: Rules for Delivery
Take a look at the very bottom of the label illustration at the bottom of this page, and you will see a line of copy: “Carrier: Leave If No Response.”
Maybe it’s OK to leave a package on the porch in the burbs or the boonies. In the city it will be stolen.
Direct Marketing 101 Rules for Delivery
• Delivery of an order is an exciting event—one of those rare times when you actually touch the customer and have a chance to strengthen the relationship.
• Always include a warm, fuzzy transmittal letter that says thank you for the order and reiterates your ironclad guarantee of satisfaction.
• Always include a catalog or offer of some kind, and make it easy to order. After opening a package, the customer is very likely to be in a buying mood.
• As a matter of fact, never send out any communication of any kind without asking for a response. If nobody responds to a mailing effort, you have no idea whether or not it was delivered. Money wasted.
• Consider setting up a package insert program whereby other mailers can include their offers in your delivered packages. This brings in rental revenue, which is free money.
• Consider using package insert programs of other mailers for your offers.
• Above all, never-oh-never allow a package to be delivered into a high-density ZIP code without requiring a signature. Otherwise, not only could the order be stolen, but also your customer will be unhappy and will shop elsewhere in the future.
Denny Hatch is a freelance direct marketing consultant and copywriter. Visit him at www.dennyhatch.com, or contact him via e-mail at email@example.com.