111 WAYS TO IMPROVE YOUR DIRECT MAIL RESPONSE

1. Mail to your customers more often. If you are now mailing
four times a year increase the frequency of your mailings to size
or eight times. If you increase your mailings by 25% you should 
increase your sales by at least the same percentage.
2. Use a P.S. on every direct mail letter. The P.S.S is second in
importance only to the headline.
3. Don't forget to thank your customers for their orders by 
enclosing a message with the orders...and enclose another 
merchandise offer with the "thank you" message.
4. Vary your mailing format - use self-mailers, Lettergrams, 
computer letters, envelope formats, catalogs...change your format
so that prospects don't get in the habit of recognizing your 
mailing piece.
5. Ride on the coattails of current events (energy crisis, 
elections,, cold winters, etc.) When inflation increases, have an
"inflation-cutting" special, etc.
6. Look for other products you can successfully sell to your 
customers.
7. Include more offers in your mailing package than you already 
are.. Study the mailings firms such as the Haband Company who 
pack a volume of material into their envelopes and see if you can
adapt the idea to your own mailings.
8. Think about using simulated handwriting for emphasis in your 
letters. Occasionally test a handwritten letter...particularly if
you're soliciting funds for charity.
9. Try an unusual format that you've never used before.
10. Test selective distribution to your list. Maybe only a 
portion of your list should receive more mailings. Other mailings
should go to the entire list.
11. Stimulate off-season business by asking for it.. If you 
normally have a summer slump have a special "summer sale" mailing
in the summer. You can boost your sales any time of the year you 
need a boost through effective direct mail.
12. Word your offer differently - put a unique twist into it by 
offering a baker's dozen instead of a regular dozen.. Or sell 110
instead of 100.
13. You can even add a smell to your envelopes. Check with your 
envelope manufacturer about special inks that can be used to make
your envelope "smell" the way your product does.
14.. Change the size of your mailing package frequently to create
interest and appeal.
15. Test credit terms.. You'll find that Master Charge or Visa 
Bank Americard will result in larger orders than cash terms.
16. Let people "peek" into your envelope with multiple windows 
on the face and back.
17. Test buck slip routing for addressing...and use it to reach 
multiple prospects.
18. Try using illustrated letterheads and test them against 
conventional letterheads.
19. Put a simulated check into your mailings to emphasize a 
discount..
20. Consider using stamps, coupons, early bonuses, etc.
21. Pack order starters - a special offer that will get a person 
started on his order - into your catalog..
22. If you can sample your product, test including a sample in 
your mailing..
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111 WAYS TO IMPROVE YOUR DIRECT MAIL RESPONSE

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