Many health care providers get a bad taste in their mouth after you mention direct mail marketing and advertising. They routinely flinch and imagine response rates at or even below 1%, rates falling lower and lower.
There are plenty of reasons why direct mail has a really bad reputation. Here are generally my three favorite.
Top Three Reasons why Direct Mail Fails:
1. "You've Gained Junk Mail"
When you or ones marketing company write a primary mail marketing letter, low "open rates" cease your campaign before it ever carries a chance. To increase "open rates" use stamps instead of metered postage. It gives a subtle perception of customization. Also, try using handwritten envelopes and fonts that mimic handwriting.
Inserting a CD or some other multimedia piece (termed lumpy mail), can dramatically increase success. Whenever you feel something inside an envelope you become curious. This automatically increases any perception of value. You also reach people who usually tend to listen to you in lieu of read your long letter. Most marketers would love the means to talk directly to your possible client on a (mostly uninterrupted) car ride home. These CD's are inexpensive for small business owners to create "in-house. "
2. Not really That Great of Strategic and Cool Copy Writing (types of)
If your milk bread toasted headline doesn't POP your audience has no reason to read with. There is a scientific discipline to writing headlines. Direct mail users ought to educate themselves on the tried and true and go from at this time there.
Also, to much copy about the company is boring. We could do this, we are located here, we are great, we won this award, we, we, we. To extend response, copy writing should meet with the needs and wants of your demographic. It's not the time to toot your own horn.
3. Call to Action!
I can't count the amount of direct mail pieces I've received from dental offices that sent nothing more than a glorified business card with glossy photos. Sure, I opened the envelope because there was something inside that made me curious. I was even happy to identify a nice tooth shaped magnet that i put on my fridge immediately.
But...
Unfortunately, I saw it no reason to answer the piece, no reason to provide the letter a second thought and so it went straight on the recycle bin. I may need dental work today but unless there is a reason for me NOT to put it off any longer, chances are I'll wait around longer and longer and discover my dentist (in pain) by a Google search. If there had been the offer of an free tooth whitening for new patients in the next 30 days, a $350 cost, that could easily unflip my flip phone and get me to make a scheduled visit. In this economy, it's do not ever been truer, you have to give before you get.
There are plenty of reasons why direct mail has a really bad reputation. Here are generally my three favorite.
Top Three Reasons why Direct Mail Fails:
1. "You've Gained Junk Mail"
When you or ones marketing company write a primary mail marketing letter, low "open rates" cease your campaign before it ever carries a chance. To increase "open rates" use stamps instead of metered postage. It gives a subtle perception of customization. Also, try using handwritten envelopes and fonts that mimic handwriting.
Inserting a CD or some other multimedia piece (termed lumpy mail), can dramatically increase success. Whenever you feel something inside an envelope you become curious. This automatically increases any perception of value. You also reach people who usually tend to listen to you in lieu of read your long letter. Most marketers would love the means to talk directly to your possible client on a (mostly uninterrupted) car ride home. These CD's are inexpensive for small business owners to create "in-house. "
2. Not really That Great of Strategic and Cool Copy Writing (types of)
If your milk bread toasted headline doesn't POP your audience has no reason to read with. There is a scientific discipline to writing headlines. Direct mail users ought to educate themselves on the tried and true and go from at this time there.
Also, to much copy about the company is boring. We could do this, we are located here, we are great, we won this award, we, we, we. To extend response, copy writing should meet with the needs and wants of your demographic. It's not the time to toot your own horn.
3. Call to Action!
I can't count the amount of direct mail pieces I've received from dental offices that sent nothing more than a glorified business card with glossy photos. Sure, I opened the envelope because there was something inside that made me curious. I was even happy to identify a nice tooth shaped magnet that i put on my fridge immediately.
But...
Unfortunately, I saw it no reason to answer the piece, no reason to provide the letter a second thought and so it went straight on the recycle bin. I may need dental work today but unless there is a reason for me NOT to put it off any longer, chances are I'll wait around longer and longer and discover my dentist (in pain) by a Google search. If there had been the offer of an free tooth whitening for new patients in the next 30 days, a $350 cost, that could easily unflip my flip phone and get me to make a scheduled visit. In this economy, it's do not ever been truer, you have to give before you get.
REFERENCE:
http://articlesniche.com/home/industrial-marking-tools-for-your-needs.html
http://freearticlehouse.com/2012/02/industrial-marking-equipment-to-meet-your-needs/
http://tinyarticle.com/Art/449360/28/Industrial-Marking-Tools-For-Your-Needs.html