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Feb 26, 2009 
2 Comments 
Direct Mail, Response Rates
2 Comments
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Direct Magazine is the leading trade publication on direct marketing. I suggest you request for a copy (I get this for free so check if you can get it for free as well)
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Low response rates is a perennial problem with a direct mail strategy. However, personalizing the letter encourages your addressee to respond.
The success of your direct mail campaign, therefore, would depend on the quality of your research on your potential customers. See if you can find out which shops or brands they prefer – this would allow you to assess your position vis-a-vis your competitors and forecast the probability of winning over customers from them.
Incentivizing a response is absolutely essential. It’s a give-and-take world now, so it’s in your interest to include a coupon with the letter.
You are worried about costs, and rightly so. You can reduce your campaign costs and increase response rates if you can find a business that will partner with you on this campaign. Potential customers will be motivated to respond if they get discount coupons from two businesses enclosed in a single mail.
I hope I have been of some help to you.
Good luck with your campaign!!
