Fixing a mailshot
How can I increase my response?
Dear Monkeys!
I haven't had the results I expected from direct mail. I profiled my list so I was only sending to people who could use and afford my service, but the letter I sent only brought in 3 customers from 500 letters. What can I do to increase the response next time?
From: Steph, Property Manager, Nottingham
Dear Steph
Firstly, 3 from 500 might not be a disaster! If you're selling something low-cost like a text alert service or membership website, then yes, below 1% is poor – but if you're selling a full-blown service worth hundreds or thousands per transaction, the campaign should still be profitable. Especially if you factor in the lifetime value of each customer.
That said, you clearly want to increase your response. So here's a few thoughts:
1. What are the denominators? What needs or aspirations are shared by all the people on your list – and are you addressing these factors in your sales letter? If your prospects fall into different groups, are you segmenting the list and sending different letters to people with different hopes and dreams?
2. What are you doing to make sure your letter gets read? Are you using the envelope so your letter stands out in the pile of mail that hits the doormat? Are you enclosing related items that 'bulk out' the package and arouse the reader's curiosity? Toying with different colour or different shape envelopes? The basic mantra here is "If your letter doesn't get read, your sales conversion is 0%!"...so do whatever it takes to keep your letter out of the junk pile!