Learning from Experience
Published by
Chris Barr
on
So you didn't get any calls from your previous mailer, the age old questions are "Why not?" and "What happened?" It's easier to say that something went wrong with the delivery, which can be a possibility but it also depends on the piece itself, how many pieces you mailed, and the offers you included.
To be honest, just because you sent out a mailer, doesn't mean that you are guaranteed a response back. So the best place to start assessing the situation would be to look back on your previous mailer and see what went wrong. When did you mail, did you mail enough pieces to attract people, were your offers compelling, did you design an attractive piece? You have to be able to reflect back on these questions to really figure out why you didn't receive a response back.
So how can you improve on a previous mailer that you didn't receive a response from?
Tweak your offers
You offers are your selling point and the kind of discounts that you present with your mailer may need to be tweaked in order to receive a response. The recipients of your mailer have to see the value in what you are offering. And with any marketing, if at first you don't succeed, try and try again by presenting new offers and gauging your response with the new offers.
Choose a wider target
Perhaps the first time around you had chosen too small of a target. For upcoming mailers, the best way to know is by branching out your target and reaching new areas to see the response rate that these areas will bring.
Improve the design
Your lack of mailer response may also be a factor of design. People generally are more responsive to things that are attractive, as materialistic as that sounds, it's true. When people see a mailer that is professionally crafted, they are more likely to look at it to see what it has to say and therefore increase the chance of a response.
Mailings are tough to gauge at times can you can only affect the response by so much. And the only way to do that is to maximize all the factors that you can control to gain the best response back.