Having a well-thought-out campaign is the key to reaching your targeted audience and getting a good return on investment (ROI). You’ll plan your strategy, comb through data, and brainstorm the content of all your direct mail, but how do you know if it’s effective?
Below, we’ll cover the seven crucial parts you ought to include in all direct mail sales pieces. If you have any questions, contact the team at Aspen Automotive!
Whether you’re sending out a simple postcard, self-mailer, letter, or a full catalog, you must grab the reader’s attention in a few seconds. The ideal method of doing that is with an excellent headline.
It may be simply a few words in length, or it may be several sentences, yet it must capture interest and imply or make a promise that you are providing something that will be of good value to your audience.
Getting the proper headline is your main job! After all, it needs to be attention-grabbing. It’s the hook that gets your targeted audience interested. The right headline should pique the reader’s interest quickly. Your goal is to have them go from wondering, “what is this,” to have them wanting to read more in a just a few seconds.
The single question all potential buyers will ask is, “What’s in it for me?” Therefore, throughout the piece, you must keep reminding the reader of the benefits of using your product or service. Bear in mind that it is benefits, and not features, that sell. Some of the ways you can highlight the benefits of your product include mentioning the following:
- Specific pain points
- Perks the reader gets for responding
- Features that solve specific problems
3.THE CALL TO ACTION AND OFFER
Everyone loves a good call to action. By the time the reader comes to the completion of the sales piece, there ought to be no doubt as to what they should do next. You need to produce a sense of urgency by offering a call to action. As they say in the business, “You should always ask for the order.”
You want individuals to act immediately. If they put down the sales piece, even if they are interested, they will soon forget all about it. All of that enthusiasm that you worked so hard to create will vanish.
To avoid this from happening, you may encourage individuals to immediately act by providing an incentive for purchasing within a specific period of time. It might be a reduction in price, a bonus gift, or any additional thing you want to toss in if they will “act now.”
Fortunately, there are several ways to grab the audience’s interest and invite them to take action right away. Some of the options you’ll have for your direct mailing include:
- QR codes
- Personalized URLs (PURLs)
- Personalized self-mailers
- Invitation to join a mailing list
Studies show that one of the most critical portions of a sales letter includes the postscript (P.S.). Oftentimes, individuals are going to look at the piece’s opening, then turn to the back to check what the offer is. If there is a P.S., they often will read it before any other thing.
Therefore, be certain to always place an appealing P.S., which reiterates the most essential points of the sales pitch. Keep in mind that you want all parts of the piece to work hard for you. Be certain that the P.S. is doing everything possible to clinch your sale.
An effective postscript is also a great spot to invite someone to sign up to receive more materials. You could cap things off with an invitation to join your mailing list, or an invitation to sign up for a rewards membership. Either one is a great way to turn a one-time sale or offer into a loyal long-term customer.
If you are utilizing an order form with the piece, it’s your final opportunity to sell the product and convince the prospect to make the purchase. You should always include attractive, brief copy about your product and its benefits, as well as the offer.
There are also a few ways you can present the order form. You could have your customers fill out a physical form and mail it back to you, or you could invite them to scan a QR code and place an order right away. Choosing the best order form for your mailer depends on what you’re offering and the target audience.
Our team at Aspen Automotive can help you select the right order form for the type of direct mail you’re sending, as well as your product or service.
Alright, this one is optional; however, it may be extremely powerful. If you include a satisfaction guarantee, it might convince potential clients who are sitting on the fence to try the product because they’ll feel more secure in knowing that they’ll have the option to change their mind later on.
7.Business Reply Envelope
This is also optional. If you’d like the prospects to respond through the mail, you may consider inserting a business reply envelope (BRE) into the mailing package.
Your BRE should be pre-addressed to your business and have no postage required. Instead, the post office will bill you the postage for all envelopes mailed back to you. By making it simple for the prospect to respond, you’re likely to boost response rates.
This is an effective and convenient option for letters, self-mailers, and dimensional mailers. All three types of direct mail can include a lot of detail in a small package, as well as personalized prepaid postage that makes it easier for customers to get on board.
CREATE EFFECTIVE MAILINGS WITH ASPEN AUTOMOTIVE
At Aspen Automotive, we focus on every one of these critical parts of your mailers, so you can be confident they’ll get results. From customizing your campaign to crafting the most effective language, format, and graphics, our team will make sure your mailings are successful. For more information on the most effective direct mail pieces, contact Aspen Automotive.