Before you launch your next direct mail marketing campaign, add these rules to your list of MUST-DO’S.
Rule #1 Provide a Compelling Call-to-Action
Retailers have an easy time using a “call to action.” Offering a percentage off, free shipping, or buy-one, get-one-free are all popular examples.
What about real estate agents, though? What kind of call-to-action can you provide that might compel a postcard recipient to lean in for more information?
The following are a few attention-getting examples that can potentially engage homeowners and get them to request more information.
• Free Buy First vs Sell First Evaluation
• Free Home Equity Analysis
• Free Local Market Stats
• Free Pre-Listing Consultation
The above call-to-actions are included in the Call to Action Series available on Prospectsplus.com.
Remember that when you use call-to-actions in your marketing, the number of hoops your prospects jump through to redeem the offer impacts the response rate, according to Bob McCarthy at DMNews.com.
The more they have to do to receive that offer, the lower the response rate. So make it as quick and easy as possible for them.
Rule #2 Utilize Standout Designs
“One strategy we use to get our highest response rates is to make the call-to-action the centerpiece of the direct mail piece,” McCarthy claims.
Whether you include an image representing the free offer or use text to describe it, mention it boldly and repeatedly.
Your message (its length and graphic requirements) determines the size and style of the medium.
Plan on keeping it plain and simple? A standard-sized postcard may do the trick, although jumbo, panoramic, and mega-sized postcards stand out in mailboxes, making a genuinely lasting impression.
If it is graphics-heavy and you include substantial copy, using one of the larger postcard sizes (jumbo or panoramic) becomes even more important.
Choose a font that is easy to scan as people sift through their mail. As direct mail experts, we recommend using a sans serif font, such as Arial, rather than Times New Roman or another serif font.
Consider varying the font size throughout the text. For example, you can highlight important items with a larger version of the font you choose.
Additional design tips to keep in mind include ensuring your headline is bold and compelling yet short and specific. Use lots of white space to make the piece appear to be easily digestible.
Subheadings are important, as they help guide the reader through the text. Don’t forget to use high-resolution photographs, and avoid placing text over photos.
Last note, ensure that your call-to-action stands out and that your contact information is easy to find.
If you want to save time and ensure you’ve followed the above rule, these crucial best practices have been applied to the Call to Action Series available on prospectsplus.com.
Rule #3 Track Your Results
Tracking your results is vital to your direct mail campaign. One of the most popular methods agents use is creating a dedicated website landing page.
The URL should be unique to the campaign so you can learn your exact response rate (the number of responses divided by the total number of pieces sent). Marketing experts vary when quoting an “average response rate” for direct mail.
The most recent figure puts it at 9%. How close or far you are from that figure depends on how closely you follow the guidelines outlined above.
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