It’s amazing how many beautiful direct mail pieces with striking images and witty headlines fail to even tell the reader how to contact the business. In fact, there are three often over-looked elements that are absolutely critical to profitable direct mail campaigns.   

1. The Right List
2. A Compelling Offer
3. A Call to Action

List:

The list you mail to accounts for approximately 40% of the success of your mailing. Unfortunately, the list generally gets the least amount of attention. If you're using your own customer list, be sure you or your mail house 'scrub' your list to eliminate duplicates and bad addresses - or updated any addresses that have changed due to customers moving, etc. Postage is too expensive to waste on addresses that don’t exist.

There is a NCOA database (national change of address) that any good printer or mail house can run your list against to check for any address changes. People on this list get there when they fill out those 'change of address' forms at the post office. There are other software programs that most mail houses and some printers have that will check the address formats you have in your list to make sure they are valid USPS 'mailable' addresses. While these services may cost you a little money, they are definitely worth it. Ultimately, it will cost you less to clean up your list than it will to mail to undeliverable addresses.

If you are renting a list for your mailing, make sure that the source is a good source that will provide good, 'clean' addresses that will get to the intended audience. Make sure that your list source is constantly updating their lists with address changes and eliminating bad, undeliverable addresses. Ask them when the last time their list was updated. If it was more than a month ago, you might want to dig a little deeper. Most reputable list sources are constantly updating their lists and records. They too know how important good, clean lists are.

Offer:

Whatever the direct mail piece, you should always, always include some sort of offer or incentive to take an action. Often, businesses will turn their creative execution (and copywriting) over to a designer or agency that may not be familiar with the keys to direct mail success and who may even argue that an offer “cheapens” the piece. The bottom line is, if you want response, you need an offer. It is your job to provide the content for the offer itself - and make sure you give it your best shot. Don't expect much response if you're only offering $1 off your next purchase of $100 or more. Make the offer as attractive as you can.

Call to Action:

Once you’ve captured your prospect’s interest with quality creative and a compelling offer, you must tell them what to do. You’ve done well to get their attention for a few moments. If they have to “figure out” what do next, you’ve lost them.

An obvious call to action is “call to order” or “come in to the store.” But, keep in mind, any action that moves the relationship and the sales process forward can be effective. It may be “take our online survey to see if you can benefit from our services” or “visit us on facebook.”   

How did you do? Give your mailing the "billboard test"

Regardless of the format of your mailing (letter w/ envelope, postcard, package, etc.), give a mock-up to a non-biased third party for their review. Let them look at the piece for 5 seconds and only 5 seconds (roughly the amount of time you have to digest a billboard as you drive by one on the freeway - hence the 'billboard test'). Take the mock-up away from them after 5 seconds and ask them:

• What is the product or service is being sold?
• What offer is being made?
• What are they supposed to do as a result of getting the mailing?

If your third-party tester can correctly answer these 3 questions after reviewing your piece for 5 seconds, you have accomplished your goal.