Many health care workers get a bad taste in your mouth when you talk about direct marketing. They are usually crack and think that response rates equal to or less than 1%, the dropout rate lower and lower.
There are several reasons why direct mail has a bad reputation. Here are my three favorites.
Top three reasons why direct mail fails:
1st “You’ve Got Junk Mail”
If you or your marketing company to write a letter direct mail marketing, low “open rate” to stop your campaign before it even has a chance. To increase the open rates to “try to use stamps instead of one meter. There is a subtle perception of personalization. Try to use also, envelopes by hand or fonts that mimic handwriting.
Inserting a CD or other media piece (so-called “E-mail blood clot) can dramatically increase success. When you feel something in an envelope you curious. This automatically increases your perception of the value. You can also reach people who listen rather than read your long letter are. Most merchants would like the opportunity to directly address a potential customer on a house (most without interruption) A tour by car. These CDs are affordable for small businesses to create in the House.
2nd Not really that great strategic and Neat (Type Writing)
If the title of your toast appears Milk makes your audience has no reason to read. It is a science writing headlines. Direct-mail users should get to know and tried from there.
In addition, many copy to the company’s boring. We can do this, we are located here, we are big, but still we have this award, which we, us, us. To increase the response, should the letter to the needs and wishes of your people. This is not the time to whistle your own horn.
3rd Call to Action!
I can not count the number of the mail, I received from dental practices, that have no more than a glorified business card get sent with photos on glossy paper. Of course I opened the envelope, there was something inside that made me curious. I was glad to fine a tooth-shaped magnet that I find to put on my refrigerator right away.
But …
Unfortunately, I had no reason to react the space to be no reason, the letter a second thought and it went straight to the trash. Maybe I need dental care now, but unless there is a reason for me not be put off longer, chances are I’ll wait longer and longer, and found my dentist (pain) through a Google search. Had the offer of a tooth whitening with no new patients in the next 30 days, worth $ 350, which could easily unflip my flip phone and let me arrange an appointment. In this economy, there has never been so true, you have before you arrive.
