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Is anyone here still using direct response mailings?

by Mark Andrews Banned
13 replies
Some of you might feel it's a little old fashioned now but...

...are any of you still tapping into direct response copywriting through the mail?

If so, what was your last promotion?

And how well did it convert?

What up your sleeve tricks did you use to get your mail piece opened? Placed on the 'A' pile?

And what was your hook for the offer inside?

Finally, what general tips can you share to boost the conversion rate of a direct response mail piece?

Thanks,


Mark Andrews
#conversion rates #direct #direct mail #direct response #mailer #mailings #response
  • Profile picture of the author Steve The Copywriter
    Because I know virtually sfa about the internet – direct response is my specialist subject – and has been for about 25 years.

    It never went away - but to me it’s having it’s own glorious come back.

    Because people love to get a real “live” letter. Makes such a change from endless emails.

    My last promo was for a legal service and it converted extremely well.

    Just a 7-page sales letter with all the usual copywriting techniques.

    I can't tell you about the "hook" because technically the whole thing belongs to the client.

    It had an irresistible offer – with a built in scarcity element which bumped the response.

    To get the letters opened I use Halberts method.

    A plain stamped envelope.

    Ideally it should be a hand written address but it’s not always practical to do.


    Steve
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    • Profile picture of the author Mark Pescetti
      I send out postcard mailers frequently.

      If you want high end clients (for copywriting), it's the only way to way go (as far as push marketing is concerned.)

      And it demonstrates what you can do for that company in their specific niche.

      I attached a postcard I recently sent out.

      I mailed 100 of them to businesses mainly in the San Francisco Bay Area and a few in Portland.

      I got 17 responses.

      And 3 new clients.

      Bottom line:

      If you're not using direct mailers to some degree, you're leaving a LOT of money on the table!

      Mark
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      Do you want a 9 figure copywriter and biz owner to Write With You? I'll work with you, on zoom, to help write your copy or client copy... while you learn from one of the few copywriters to legit hit 9 figures in gross sales! Discover More

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    • Profile picture of the author Centurian
      Originally Posted by Steve Copywriter View Post

      Because I know virtually sfa about the internet - direct response is my specialist subject - and has been for about 25 years.

      It never went away - but to me it's having it's own glorious come back.

      Because people love to get a real "live" letter. Makes such a change from endless emails.

      My last promo was for a legal service and it converted extremely well.

      Just a 7-page sales letter with all the usual copywriting techniques.

      I can't tell you about the "hook" because technically the whole thing belongs to the client.

      It had an irresistible offer - with a built in scarcity element which bumped the response.

      To get the letters opened I use Halberts method.

      A plain stamped envelope.

      Ideally it should be a hand written address but it's not always practical to do.


      Steve
      Yes. I concur with Steve.

      Since the whole world has rushed to the internet filling it with spam, the mailboxes have been wide open.

      I noticed smart gurus reverting back to the box. I've used postcards to drive traffic to landing pages quite well using the basics.

      BTW, Mark. Been referring Warriors over to you. Don't know if any have connected, but I've been recommending you.
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  • Profile picture of the author RickDuris
    I'm using postcard sequences on several projects running in different local markets.
    With an occassional long letter once in a while.

    - Rick Duris
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    • Profile picture of the author Mark Andrews
      Banned
      Do you mind if I ask what the niche is Rick? Re: postcards.

      Which reminds me... I'm sure Bill Glazer touches on this subject in his book, Outrageous Advertising that's Outrageously Successful.

      Yep, just found it. Chapter 8 - Using Premiums to Skyrocket Response covers this subject.

      Actually, I must read this book again, it's jolly good.

      Thanks Rick for reminding me.


      Mark Andrews
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      • Profile picture of the author RickDuris
        Currently on a local basis, the trades, kitchen and bath remodelers, legal, accounting and restaurants.

        I pretty much go with a sequence to build trust over time.

        - Rick Duris
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        • Profile picture of the author Mark Andrews
          Banned
          Would you mind sharing an example of one such sequence please Rick?

          Do you mind?
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          • Profile picture of the author RickDuris
            Originally Posted by Mark Andrews View Post

            Would you mind sharing an example of one such sequence please Rick?

            Do you mind?
            Mark, sincerely, I would if I could.

            But here's what you can do: Google with phrases like "accountant advertising campaigns".

            People, like me and my partners, are licensing our working campaigns.

            We start with Customer reactivation and then assess each opportunity, focusing on intangible assets.

            - Rick Duris

            PS: Also I respect Bob Serling. He's done a lot to systemitize the process.
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            • Profile picture of the author Mark Andrews
              Banned
              How about a fictitious example if you're worried about confidentiality?

              Of course I could Google it but it wouldn't have your unique twist or flavor which you're so good bringing to the table Rick.

              So, on this basis, do you mind sharing an example please if you have the time?

              Thanks,


              Mark Andrews
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            • Profile picture of the author RickDuris
              "Let me know if the mailings get positive ROI after costs and fees."

              Will do, Adam.

              You specifically would probably be better served knowing you had this service in your back pocket as a potential service you could offer.

              Plus you're pretty bright when it comes to mailings yourself.

              - Rick Duris
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  • Profile picture of the author ScottMartinCopywriting
    [QUOTE=Mark Andrews;5387418]Some of you might feel it's a little old fashioned now but...

    ...are any of you still tapping into direct response copywriting through the mail?

    Just wrote six letters for a local builder.

    Just wrote two letters for a commercial real estate broker.
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  • Profile picture of the author RickDuris
    Ok, let's talk about a three-step customer reactivation campaign. Here are the big bold headlines.

    1. "We Miss You!" Then talk about how much you miss them and you want them to come back in and it'll b worth their while...

    2. "Did we do something wrong?" Then apologize in advance. "If we did anything to upset you, we apologize. Here, let us make it up to you."

    3. "Please, don't make us beg." "If you're looking for us to get on our knees and beg, consider it done."

    This is a little rough but it's for a quick illustration. In all these postcards, the graphic folks can have a field day. And we'd package an irresistible "bribe" to motivate them.

    I hope this clarifies.

    - Rick Duris
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  • Profile picture of the author TopKat22
    No. I quit using mail years ago even for my offline business when I still had them.

    The response rate was going down but the costs were going up.

    I could get a much faster response via email and internet marketing and it cost a small fraction of the amount.

    I think it probably depends on who your market is. If your market is the over 50 age group, then mail would probably still be better for you.

    If your market is under 50 age group or expecially the under 30 age group or no age group at all, I think you could do better for the money online.
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