by Dean Rieck
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There are many new ways to generate sales leads today, but direct mail remains one of the most powerful lead-generation tools.
Even successful online businesses are discovering that direct mail is essential for growth, since newer marketing tactics, such as SEO, social media, and email marketing, often have limitations because of the rapidly changing rules and technical issues involved.
While a mailer isn't as sexy as a viral video and it's not a hot topic at conferences, it's the most reliable way to reach people at home or at work. Its reach is wider and deeper than any other medium's. Plus, there are few restrictions on format and no message filtering or blacklisting headaches that plague email marketing.
Isn't direct mail expensive? It can be. But don't think that you have to create big, flashy mailers. In fact, when your goal is to generate sales leads, simpler, cheaper formats often work better. That's because the purpose of a lead-generating mailer is not to tell the whole story but to say just enough to get people to ask for more information.
Here are five basic direct mail tools that you can use to generate sales leads quickly and inexpensively.
1. Sales Letter
The letter is one of the simplest and most effective direct-mail tools available. It won't win any design awards, but if written well it's one of the few types of advertising that people will actually read all the way through.
To generate sales leads with a letter, you generally want to offer something free, such as a brochure, sample, demo, evaluation, or information kit. There's no need to get fancy when writing your letter. Keep it simple. Identify a problem, present your solution, and offer to send your freebie. Doing so allows interested prospects to identify themselves and gives you or your sales people a "foot in the door."
The simplest letter mailing includes a one- or two-page letter and a reply card in an envelope. You can enclose anything else you like, but remember that your goal is to get people to ask for more information, not to close the sale immediately. Less is more.
2. Postcard
Yes, simple postcards are a terrific way to generate leads. They're easy to print and as cheap as mail gets. If you're a small business, you can even print postcards through a variety of online printers and apply stamps and address labels by hand.
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Comments
by Joei Tue Jun 3, 2008
Great article. I fully agree and am getting more into direct mail myself...
I'm thinking about using PURLs on my next campaign, and I'm wondering if anyone knows any stats about how much that raises response rates?
by Miguel Tue Jun 3, 2008
Is a great article indeed.
I work as a marketing manager (direct mail and direct e-mail) only.
Using purls and cross-media campaings are our method, but we've to use a good mesage - the one everybody likes.
response rates: i've been told in my job that this last campaign is one of the best in the last years and itīs still running...
by Joei Tue Jun 3, 2008
Okay. Great. Glad you're having success. I was actually if anyone asking for actual stats...something like: "with A/B split testing of a campaign with URLS vs. one with PURLS, the one with PURLS converted at 8% where the one with URL's converted just 5%.
by Dan Thu Jun 5, 2008
On-line printers are great- let someone else do the design, labels and mailing. I use 5.5 by 8.5 color postcards.
by kk@knaufandassociates.com Fri Jun 6, 2008
You are right. I own a creative firm offering this on-demand service: soup-to-nuts! Our clients love to use the Statement-Sized cards as they are quick to print and deliver.
This is a great medium for consumer product education!!
by barrington Tue Jun 10, 2008
pURLS are a great tool but a pURL by itself doesn't make or break a campaign it just might enhance it and add additional tracking. Key factors are always List and Message. With that being said the biggest advantage of the pURL vs. standard URL landing pages is you know exactly who responded and took action - even if they didn't complete the survey or move on in through your campaign.
Before I started our first campaign I heard response rates of 30% - and some people saying they had 90% oooh, aaah. But in reality those response rates really again are driven by your list and message/incentive.
I have a case study for a Honda Dealership that ran 15,700 qty. with a response rate of 1.68% and a survey/registration completion rate of 1.12%. They also sent out 1750 emails containing the pURL with a response rate of 5.45% and a completion rate of 3.68%
Overall it was one of the biggest sale weekends in the dealers history with seven sales traced directly to the pURL.
Personally I like using the pURL as a testing ground if you need to do a larger traditional mass direct mail to tweak messaging and content - jsut like you would test ppc advertising,
Regards.