There are many ways to improve the response rate of direct mail campaigns. Although we are going to focus on direct mail as an example, many of these strategies can be used in other mediums. You would do well to think how you could transfer these to the advertising vehicle of your choice.

  • Give a FREE gift to increase response.
  • Make sure your headline is compelling and can stand alone.
  • Make your offer easy to respond to.
  • Take a look at what your competition is doing and do something completely different.
  • Make sure the design of your piece is congruent with your message and market.
  • Check with the post office on rules and regulations before designing your piece.
  • Eliminate risk by offering a rock solid guarantee of a free trial period.
  • Make sure your copy is in plain English. No industry jargon.
  • Invest in a copywriter or graphic designer to get higher response.
  • Benefits are the reason to buy. Make sure you list these and not features.
  • More benefits will get you better results. Put them in the P.S., on the envelope and in the main body copy.
  • When constructing a two-page letter, end the first page in the middle of a sentence to encourage your reader to continue to the next page.
  • Make sure your offer is prominent on the page.
  • Start selling immediately. Do not use lead-in copy or useless background information.
  • Make sure you use deadlines to encourage immediate action.
  • Be sure to tell your prospect what you want them to do.
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Author: Kathy Jiamboi

Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.

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