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We've
been marketing to Certified Public Accountants (CPAs) for over 28
years. Our testing has shown some interesting results which you
should find useful. |
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1. |
Toll
free number
We tested a toll free 800 number on half of our mailers for
nine months. The 800 number produced 7%
more revenue than the non-800 side. |
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2.
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Mailers
We
did an A/B split on six mailers over a 90-day period to test a self-mailer
against the mailer inserted in a #10 envelope; both were sent bulk
rate. The #10 envelope pulled twice as much revenue as the self-mailer
did in all six tests. Also, we found no measurable difference in
using a #10 plain envelope versus a #10 window envelope. |
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3. |
Teasers
We
have done numerous A/B splits on envelope teasers. Half the list
would receive a plain outside envelope; the other half would receive
the envelope with a teaser. The only time the teaser pulled more
revenue was when the teaser was printed on a second label and affixed
to the envelope above and to the left of the address label.
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4. |
Generate
inquiries
If
you are interested in having the prospect request more information
or a free catalog, keep the entire one-page offer to less than 200
words and provide a postage-paid, self-addressed mailback postcard.
Offer an inquirer a “free” list of do’s and don’ts
on a specific topic. Free “17 Things to Avoid...” is magic
for increasing inquiries. |
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5. |
Freebies
We
offered a $15 brochure rack plus a 10%
discount to half the list if they subscribed to our quarterly newsletter.
The other half was given the same introductory discount but without
the freebie. The freebie pulled three times as many buyers. |
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6. |
Color
We found no significant difference in response by
varying the color of paper or the color of ink. We have, however,
found that two ink colors (black plus one PMS, for example) will
out-pull a single-color mailer. If
your product lends itself well to color, consider printing in full-color.
A full-color mailer can improve your response significantly. |
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7. |
Benefits
Stress the “benefits” of your product,
not just its “features.” Thermopane windows are a nice
“feature” of a house; however, the “benefit”
is the money saved. |
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8. |
Communicate
simply
Choose one message that will attract the most prospects;
focus on that. Be brief and to the point. |
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9. |
Simplify
ordering
Make ordering as easy as possible, i.e. business
reply mail, toll free number, e-mail, fax or online, if available.
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10. |
Unlimited
guarantee
We found that providing a full money-back guarantee
without a time limit has made our customers very willing to deal
with us. Less than 1/2 of 1%
of our buyers abuse this privilege. An unlimited time to return
product can work in your favor. Besides, you probably honor longer
return dates already; why not capitalize on it! |
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11. |
Customer
satisfaction
Treat your customers special. Make sure that all
your employees, especially newcomers, realize that your customers
not only affect their salaries and benefits but also the survival
and prosperity of the company. |
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For
advice on launching a direct mail campaign and for a "break
even" calculator, visit the U.S. Postal site at www.usps.com/directmail. |
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