Single Best Way to Guarantee Strong Direct Mail Open Rates!
There are many things that contribute to a direct mail campaign's success...and generally they revolve around The Format, The Offer, and The List. Still, at the most basic level, the first obstacle to making direct mail work is to get your piece opened.
Whether you are prospecting a cold list, following up on a sales prospect, or thanking a current customer there is one trick that will guarantee a good open rate—deliver it BY THE HAND...hand addressed, hand stamped, hand signed!
We know. In a world where technology reigns, the handwritten direct mail piece seems old fashioned at best...and a LOT of work at the least. You'd be right on both fronts.
But we ask you...when was the last time YOU threw away a direct mail piece you received that was hand addressed, handwritten, and/or hand signed?
Never, right? Well, that's the point.
Here's why it works:
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It's polite. People are used to throwing mass mail in trash. It doesn't hurt anyone. But a hand addressed mailer. That's just rude. Even when the recipient knows the piece is promotional in nature, they'll open it. They'd never want to be caught having to say to someone..."No, I didn't get your invitation...I threw it away without opening it."
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It's personal. Jotting off an email, text, or other quick contact method may be more efficient, but it also lacks a genuine "connection" with a person. The handwritten direct mail piece does take more time, but it says...you cared enough to take the time. And, there are many companies that can help you with it if you can't make it work on your own. XX is one of many!
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It sets you a part. The handwritten direct mail piece is old fashioned. But, that is EXACTLY why it works. No one else is doing it. In the sea of mail any one person gets each day, the handwritten piece stands out. It just does!
Some studies do show that emulating handwriting (with handwriting fonts) will improve open/response rates. Still, nothing beats the REAL handwritten note. So, don't cheat. Try it. You'll see.
As you embark on your direct mail efforts, consider our tool, The Direct Mail Guide, to help you achieve success.
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The Sales and Marketing Toolkits BUNDLED contains:
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Over 60 sales and marketing templates (DOC, XLS, PPT, and PDFs)
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Loads of "how-to" articles and examples
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8 Training sessions (MP3 audio files) for your computer or iPod
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