Increasing Direct Mail Response Rates

I started sending out the following letter (attached.) I have been getting about a 1/2 percent response. Anyone have any suggestions on increasing my response rate?

Perhaps the best advice anyone can give you it to tweak and test one thing at a time until you know what works. Only through testing will you know what works. But, don't make this common mistakes ...

Many copywriters will jump in tweaking headlines, calls to action, restating offers in the 'PS', adjusting the language, and the list goes on. When you make many changes (without a test matrix and a large sample size) you introduce so much uncertainty that there is no technical way to know what works.

You could use hunches, guess, or even divinity, however, I'd rather just test specific elements one at a time to know for sure. A sign of a novice copywriter or marketer is to rewrite completely something that already works rather than improving it incrementally.

Another mistake is thinking that response actually means something. Don't get sucked into the "Is 1% good" game. Response doesn't matter as much as ...

Does the campaign bring in new customers at break even or better?

Look to see if the mailing is getting you a new customer at break even or better. If Yes; then mail a test variation to those who didn't respond to the first offer, send a second chance, or find more targeted lists.

Usually after I hit break even (or close) on a campaign, it's a matter of finding more lists. While that piece runs down another list, I'm sending a follow-on to those who didn't respond on the first list.

Doesn't matter so much the response rate if you are close to break even on new customers, make up for the seemingly low response with a strong back end.

Go back and look at your campaign with this new litmus test, it will give you more ideas to create profits. Avoid these common mistakes and you'll get more from your direct marketing today.

© 2008 ASK Justin Hitt Blog, All rights reserved.

Justin Hitt writes copy and manages direct marketing for business-to-business service firms. Looking for campaign management visit http://HittPublishingDirect.com/