Direct mail is not dead.
Based on recent campaign results for our clients, I’m convinced more than ever that cardiovascular marketers can generate excellent results with strategic, targeted, well-crafted, “traditional” direct mail.
It’s an excellent medium to reach residents who are new to your area or to engage with new patients through offers of screenings or heart-healthy educational content.
However, it’s not necessarily enough to just mail once and to expect miracles. Direct mail, like any media, can benefit from frequency.
An excerpt from “Strategy & Tactics for Boosting Direct Mail Response,” a new 122-page report from Direct Marketing IQ, features best practices from leading direct mail experts. It highlights four ideas to consider:
- Re-mail the original package to the same target audience.
- As with any message, timing is everything, and a re-mail could catch people just when they need your services. We’ve had great luck with the strategy — often generating more than 50 percent more response than we got with the first round.
- Send anew mailer execution to non-responders.
- Highlight a different benefit. The theory is that if one approach doesn’t work, you go back to the prospect with a different pitch.
- If your offer is good for a limited time only, be sure to play that up.
- People tend to respond more if there’s a sense of urgency. For example, if you have packaged screenings into a package price, think about setting a time limit: “Your eligibility for this final offer expires on December 31, 2011.”
- The last contact with the prospect can be a postcard.
- Postcards are inexpensive, and your message is instantly visible. Our clients have had great success with follow up postcards. It’s certainly an easy strategy to consider.