11 {{ upvoteCount | shortNum }}
11 {{ upvoteCount | shortNum }}

Quick Question for the Direct Mail Pros...

by thomharvey87
9 replies
I'm going to begin a mailing campaign to a targeted niche in cities all over the state/province. My question is should I use a local phone number specific for that city and have it forwarded to my phone? Or use an 800 #?

I'm assuming a local # will almost always out pull an 800 number but if the difference is really negligible I'm not sure it's worth it to setup all of these local numbers.

If anyone has experience with this let me know. I've been dying to get this DM campaign going but I've had multiple issues holding me back... really looking forward to getting it started and sharing the results with you guys.
#direct #mail #pros #question #quick
  • Profile picture of the author steelhead
    You can make assumptions all day long about this sort of thing. But you won't really know until you test it.

    Not knowing your market, the type of product you are promoting or your copy writing prowess, it is really difficult to make a suggestion worth the words on my keyboard.

    That said, if your copy does not convert in face of the perfect prospect, then that tells you something. If you are in the mood for testing, and you should be, then put both numbers in one of your campaigns in one of your markets. See which one gets the most calls, if any.

    Are you driving traffic to a website with the phone numbers on the website? Or, are you not referencing a web presence at all?

    What is the most desired action you want the prospect to take? What is the purpose of your direct mail piece? Are you list building or selling a product? Is it single step or multi-step. What does your funnel look like?

    Steely Steve
    Signature

    {{ DiscussionBoard.errors[8157291].message }}
  • Profile picture of the author J R Salem
    The above poster is correct about testing, but I always advise clients to use a local number when doing these types of campaigns.

    Most people like to see local numbers and its also easier for them to call.
    {{ DiscussionBoard.errors[8158088].message }}
  • Profile picture of the author SashaLee
    Hi there,

    Can you use both the 800 and the local number?

    We've found that people perceive the 800 number as "they must be big and successful because they have an 800 number". This is particularly true of the older generation - I'm not sure if the younger generation puts much stock in an 800 number.

    The local number gives the feeling of the service having an office "around the corner".

    If you can use both, you eliminate the analysis-paralysis of deciding which to use.

    All the best,

    Sasha.
    {{ DiscussionBoard.errors[8158260].message }}
    • Profile picture of the author thomharvey87
      Originally Posted by SashaLee View Post

      Hi there,

      Can you use both the 800 and the local number?

      We've found that people perceive the 800 number as "they must be big and successful because they have an 800 number". This is particularly true of the older generation - I'm not sure if the younger generation puts much stock in an 800 number.

      The local number gives the feeling of the service having an office "around the corner".

      If you can use both, you eliminate the analysis-paralysis of deciding which to use.

      All the best,

      Sasha.
      Geeze, never even thought of that but it's a great suggestion.

      So I'm assuming I would put something like "Give Me a Call Toll-Free: 123-123-1234 or 1-800-123-1234" (The letter is written from an individual standpoint.. not a company)

      It's something I would test individually but the mailing is going to be so small there would really be no point. It's only a couple hundred pieces.
      {{ DiscussionBoard.errors[8159259].message }}
  • Profile picture of the author Doran Peck
    I wholly agree with Sasha.

    Still, as far as its roll in conversion, is a microfraction of the equation compared to the headline and supporting content, and of course the perceived value of the offer.
    {{ DiscussionBoard.errors[8159208].message }}
  • Profile picture of the author KingOfContentMarketing
    steelhead had it right. You just have to test it.

    Try using a service like Hosted Numbers which lets you buy local numbers in any area code for cheap. You can add and drop them as you like, and constantly test against the 800 number in the same page as Sasha suggested, or separately. I would test both.
    Signature
    Marketing is not a battle of products. It is a battle of perceptions.
    - Jack Trout
    {{ DiscussionBoard.errors[8159336].message }}
  • Profile picture of the author SashaLee
    Hi there,

    If it's only a couple of hundred pieces testing won't be conclusive. You should just run with both numbers.

    All the best,

    Sasha.
    {{ DiscussionBoard.errors[8161587].message }}
  • Profile picture of the author stone2010
    I would personally split test... Send some with local number and send some with 800 number and see the results which one works best. It is all about testing to see what works and taking the results and doing what you need to do
    Signature

    {{ DiscussionBoard.errors[8167629].message }}
  • Profile picture of the author Doran Peck
    There is no need to waste time testing this.

    It isn't going to make or break his mailing. In fact, it isn't going to make a diddlypoop bit of difference in conversion compared to the importance of The Headline, Content and Offer.
    {{ DiscussionBoard.errors[8167912].message }}

Trending Topics