Direct Mail Tips
11 ways to increase response from accountants
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.
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.2 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.
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.
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.
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.
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.
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.
8 Communicate simply. Choose one message that will attract the most prospects; focus on that. Be brief and to the point.
9 Simplify ordering. Make ordering as easy as possible, i.e. business reply mail, toll free number, e-mail, fax or online, if available.
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!
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.
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.
