People always seem to be searching for the next "big thing" in marketing. They want an approach that will bring them instant and continuous success in marketing their product or service. They search for a veritable cure-all to inconsistent return rates and lulls in their lead flow.
Unfortunately, there is no miracle remedy out there. Certainly not one that will outperform the one marketing method that has stood the test of time. This method, when done with consistency and diligence, will provide you with prospects continually requesting you to contact them and endless appointment-filled days.
The method I'm talking about is direct mail. Now, I know that you've probably tried many direct mail approaches in the past and may have even had a bad experience or two along the way. However, when you do a mailing with a reputable company that is willing to listen to what your marketing goals are and do its best to design a piece that suits your needs, you are more likely to get good results.
A good direct marketer should have a wide variety of standard mailing options as well as the ability to do quality, customized mailers. If you are looking for something that stands out in the crowd, the marketer should be able to steer you in the right direction. By listening to your vision of what you believe your mailer should convey, and coupling that with its marketing insight, such a firm should be able to produce a mailing that will get you in front of qualified prospects.
However, there is an important aspect of direct marketing that you need to know. To achieve real success with your direct mail, you have to do it with dedicated consistency. I realize that if you receive a response rate that isn't phenomenal, your initial response isn't going to be "I'm going to try this again in another 3-4 weeks." But if you've used a reputable direct mailer who provides you with all of the pertinent information for your mailing, you need to give your direct mail another try. Less than stellar response rates are often not because of the mail pieces themselves. Many factors could play a role, such as timing, multiple mailings to the same area, and the possibility of some type of postal delay. Nevertheless, by having good communication with your marketing company, you should be able to work through these issues and continue on with some great mailings.
Utilizing Consistency
Even if you choose to send a different mail piece than you did the first time around, having something in the mail on a consistent basis is going to prove to be your most valuable marketing tool. It is amazing the number of clients I have who prefer to mail to a select group of ZIP codes or counties and improve their response rates over time just by consistently rotating between those areas.
For example, I have a large client who has a core group of 15 ZIP codes that he prefers to work in. He mails about 10,000 pieces per month for himself and his agents. We have a schedule setup that enables him to mail three of those ZIP codes each month, to make up his 10,000 piece quantity. We have found that by the time we get back to the beginning of our rotation of those first ZIP codes, the areas that we initially mailed pull better the second or third time around. Prospects that didn't respond the first time we mailed the area, were more apt to send in the reply card the second or even third time.
In part, the reason that this approach works well is because "timing is everything," and prospects really like to see consistency. The apprehensive repliers feel a little more comfortable when they've seen the same card with the same reply address a couple of times. This will also have a positive impact when you contact those prospects to setup your appointments. They'll feel more familiar with you and the service you're trying to provide them.
I don't want you to have the impression that I'm advising you to beat an unsuccessful mailing program into the ground. If you've mailed the same direct mail piece more than two or three times to different areas and you haven't been pleased with the response you're getting, let your direct mailer know. Again, communication is everything. You always want to have good communication with your marketing consultant -- it's imperative to your success. Actually, if you've done several mailings with lackluster results, a good direct mailer should contact you with some ideas on how to improve your response rate. The company should be monitoring your program's success, not just playing the role of an order-taker. A good marketing company will have consultants that know their business well and have innovative advice if your program is not meeting your expectations.
In conclusion, finding a reputable direct mail company with flexibility and a proven track record is the very first step in a successful marketing program. Then, work with the firm to find the best-suited mail program for your product. If it's the right company for you, it should offer a wide variety of mail options, helpful input about the mail piece, and the most effective demographics to mail to. Then go for it!
Confirm that your mailing will drop in a timely manner; a good rule of thumb is three to four business days after you place your order. It should take about two to three weeks for your leads to start coming in. Make sure you're provided with all of the applicable paperwork verifying that your mailing was done to your specifications and in the time period you were expecting. Track your response rate and most importantly, don't give up. Consistency is key to your successful marketing program. You don't always get the big responses on your first time out, so you've got to stick with it. Be persistent and with the right guidance, it will come.
Kim Meli-Lovett is executive vice president of The Directory, Inc. She joined the company in 1996. She has more than 15 years experience in the marketing industry. Her expertise is in integrated database direct mail with a special focus on senior market products.
