5 (more) Ways to Help Your Direct Mail be More Effective

1. Remove your company name from your corner card. For those of you not familiar with the term "corner card", that's your promotional graphics and copy as well as the return address, on an outer envelope. Today's consumers are bombarded with direct mail. A mailing piece that is easily identified as from a company that may want to sell them somthing may be viewed as junk before it is even opened and the well crafted sales copy has a chance to work its magic.

2. Put your phone number in the body copy of all your letters. This will make the letter seem more personal and may help prompt the customer to to call.

3. Stop using 'teaser' copy on your mailing envelopes. Nothing screams louder that the direct mailing piece your customer is about to open is an advertisement than a small pre-sell ad. Remember - Most people sort through their mail while standing over the garbage can.

4. Test First Class - First Class Mail often performs better than other discounted mailing methods. It is a good idea to run a few tests to get an idea if a First Class Mailing will perform well enough to justify the additional costs.

5. Are you selling a product or service? Consider changing your 10 or 30 or 60-day guarantee to a full 1-year guarantee. Many online retailers have reported that sales have increased with a super-guarantee. Make sure you state that the product will only be returnable if it is in the same condition as it was when sold. Zappos, who sells shoes online, is one of the fastest growing etailers. Not only do they have a 365 day return policy, but they offer free overnight shipping, free return shipping, and a 110% price protection guarantee. The modern consumer is looking for trust and a company that will be around in the near future.