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201Chapter 13: Mailing Direct to Your Market

A good offer contains the following elements:

ߜ A great deal: This might be a free sample or gift, a trial offer, a special
price, or special payment terms — depending on the objective of your
mailer and the nature of your product. In crafting your offer, be aware
that the word free pulls more responses than discounts or other price
offers. If possible, offer something free of charge (for example, a free
sample, free catalog, or an offer to buy one, get one free).

ߜ A guarantee: To improve results, offer an assurance that working with
your business is risk-free and reliable. For example, extend a money-
back guarantee, a delivery guarantee, or a service guarantee. And keep
your promise — for good business purposes and for legal reasons.

ߜ A time limit: This will increase interest and response — even if the dead-
line is only implied (such as Please reply by December 15).

Although every direct mailer wants a strong response rate, remember that
your goal is to receive quality responses. If your offer is too great, it will
generate responses from people who simply want your gift. So don’t go
overboard.

Creating your mailer

Mailers come in all shapes and sizes, but the best ones are, above all,
personal. (The opposite of a personalized mailing is one addressed to
Occupant.)

You can personalize your mailer in a number of ways. You can use what looks
like hand-written addresses. (Computers and mail house technology make
this seemingly arduous task pain-free.) If you’re enclosing a letter (see the
following section on writing direct mail letters), you can increase your
mailer’s effectiveness by personalizing the salutation line and adding a para-
graph that mentions the consumer’s past purchasing patterns to boost
response rates even further.

No matter what, don’t use a catch-all greeting such as the dreaded Dear
Friend or, worse, Dear Valued Customer. If your mailing is too extensive to
allow for personalized greetings, replace the salutation with a headline.

The best mailers also

ߜ State your offer clearly. Repeat your offer on the envelope, the letter,
the letter’s postscript, and any additional enclosures. Reiterating your
offer on the reply card will provide a last-minute reassurance regarding
the request or commitment that respondents are making.