5 Strengths of Direct Mail 
- High attention value
- Selective (less wasted paper/money)
- Creative control
- Timing control
- Measurable
3 Critical Elements
- The target audience – selecting the most likely prospects for the campaign
- The offer – the motivator that drives the response
- The creative – the copy, design and format that delivers the offer in a clear and compelling way
Direct Mail Success Comes From:
- 50% - the List
- 30% - the Offer
- 20% - the Creative
Characteristics of a Great Offer
- The job of your offer is to motivate action
- High perceived value to the prospect
- Simple, easy to explain
- Delivered with a sense of urgency
- Appeals to your target audience (but doesn’t attract unqualified customers)
“Power Locations” for Your Offer:
- Outer envelope
- In your letter as an opener
- In your letter as a closer
- In your P.S.
- A block of copy above the salutation
- Lift note or insert
- In a text box or a call out
15 “Bankable” Offers
Offer for FREE any of the following:
- Information
- Demonstration
- Trial
- Estimate
- Sample
- Survey
- Gift
Business-to-Consumer
- Rebate after sale
- Seasonal sale
- Customer appreciation
- Two-for-one
Business-to-Business
- Time limit
- Introductory pricing
- Volume discounts
- Trade-in
Copy and graphics are important, but the LIST and the OFFER have the greatest impact on the success of your mailing.
For more information on direct mail or marketing in general, contact us at Allegra Okemos at (517) 333-0713.