Target

Message

Reply Method

Target

This is who you want to reach with your message. It can be a particular industry, a type of company, or a job title, position, or function. The more specifically you can select who will receive your message increases your chances for a higher rate of reply.

Message

The message is what you want to tell your target about your product, service, or company. It includes the headline, features and benefits, and design. It also includes whether the piece will be a self-mailer, sent inside an envelope, or be a three dimensional package. Will it be black and white, include spot color, or be a full-color (four-color) piece. Will it be a single sheet or include multiple pieces. All these decisions are determined by the the type and price of the product or service, which are closely related to the budget for your mailing.

Reply Method

Regardless of how well you have targeted your audience and how well your message captures their interest and generates their desire for your product or service, you MUST provide a way for them to respond. You want to make it as easy as possible for them to request more information or submit an order. You can include postage-paid mail reply cards, a fax-back reply, and/or the address of a reply form on your website. You should always include a phone number on every mailing in case their need is urgent and they require immediate attention. Be sure that you have the means to answer the replies.

Your reply method will be instrumental in tracking the results of your mailing. Mail-back, fax-back, and website reply forms are the easiest to track since they will be specific to each mailing. You can add a dummy extension number for the target to request when calling in to identify that they are responding to your particular mailing. A special offer, made only in the mail campaign, can also be used to identify where the lead is coming from.

Response Rates

Response rates can vary dramatically depending on the industry, how widespread the need for the product, and the price. Generally speaking, a response rate of between 1% and 3% is considered very good. Direct mail campaigns for high priced products in narrow niche markets can generate response rates as low as .1%. For this reason, it is important to keep the cost of the mailing (including writing, design, printing, mailing list, mailhouse charges, postage, and reply costs) low enough to be able to realize a profit based on an average expected response rate.