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Anatomy of effective cold direct mail

I love getting really timely direct mail messages that are relevant.

This one came just in time to help me navigate a change to podcast categories.

Let’s analyse the direct message

Hello podcaster,

[Small fail here as they don’t know my name.  Implies a purchased list rather than an opted in CRM database.]

In case you missed it, Apple Podcasts have changed how they categorize podcasts. In short, new categories like True Crime have been introduced, old categories have been rebranded and lots of new sub-categories dedicated to sports, comedy, TV and more have been added!

[Opening paragraph – helpful link to contextualise in case I haven’t seen the news.  It’s a blog post on their website…. that’s good because it drives traffic and cookies my browser.  Nice bold text for likely interesting new categories to draw my eye.]

Unfortunately, some services as SoundCloud don’t support them yet. Spreaker is a platform dedicated to podcasting and we put the podcasters’ needs first.

[Natch!  a snipe at a popular competitor.  I use SoundCloud for my podcast and so this is relevant to me.  Could be a merge field – but not likely.  I think they may have targeted me from the SoundCloud platform.]

For this reason

  • our podcast platform already fully supports the new Apple Podcasts categories so you can improve your show’s discoverability
  • Spreaker allows you to set three categories – your podcast will rank in more than one category on iTunes at the same time – and fully customize the RSS feed tags
  • our service enables you to earn money with your podcast thanks to the Spreaker’s Monetization Program.

[Small quibble about supplying 3 reasons and not numbering them… and referring to “this reason” when it should be “these reasons”.  However, their nimble coding enabling the new categories quickly is encouraging when considering an alternative hosting platform.  Hopefully they keep up the speedy work.]

If you want to start using the new Apple categories and are curious about what Spreaker could do for your podcast – why not give us a try with our FREE, no strings attached, month-long trial.

All you need to do is click this special code: GETAPPLECATEGORIES

[Simple offer, clear time limit and a coupon code so they can identify subscribers from this campaign.]

If you need instructions to move your podcast over to Spreaker, you can follow this guide.

[More useful user guides to smooth a transition.]

We hope to see you on Spreaker sometime soon!

Template your own message

Follow the same paragraph structure when approaching your own prospects and try this for yourself.

Read more of our articles on copywriting and learn tips for your own marketing.

Printed direct mail promoting a printer

Preparatory work for direct mail lowers costs

Direct mail is a highly effective marketing technique that delivers sales revenue in a short time frame.  

Some direct mail is poorly conceived and so does not achieve its potential.

[WARNING – this is not always true].

Printed direct mail promoting a printer

Printed direct mail promoting a printer

I received three mailers from a printing firm which serve as a great example of a campaign that could have been much more effective with some pre-planning working with an expert in direct mail campaign structure such as us.

Direct Mail campaign structure

Using a mailing list of marketing agencies, three print pieces of DM were posted out.

The copy promoted “digital by nature” and a new world of digital printing.

The positives

  • Each card had a number to show where it came in the sequence
  • Each one showed different paper colours front and back
  • Each card had the print specifications for the front and back detailed which was cute
  • All print was beautifully executed
  • The 3rd card showed how to set up artwork to work with digital White Toner
  • The 4th card showed how to set up artwork to work with digital Clear Toner

The negatives

  • I did not receive the first card so the campaign opener was lost
  • My agency does not buy print or do graphic design, we are not a good prospect for this service
  • No landing page for the campaign on the website
  • When I first visited there wasn’t a mention of the campaign on the homepage, there is now.
  • This goes to a landing page which has the wrong link in the contact us button.

    wrong link

    Wrong link – testing would have showed this up

How I would have improved the campaign

  1. Combined telephone canvassing with direct mail
    1. Checked the database by phone first asking one question “Do you design for print?”
    2. This would have reduced the downstream print and mailing costs, focused the campaign
  2. Published a landing page URL on the collateral
    1. Tested all the links so the contact us URL was correct (it currently references the same page it’s on)
    2. Included a “behind the scenes” video to show the inside track of the skill Valley Print used to create the mailers and the challenges they faced e.g. printing white on black for the envelope
  3. Used a courier delivery not NZ Post to improve delivery success
    1. This is particularly important for a posted print direct mail series
  4. Followed up by phone with
    1. an invitation to watch the video
    2. stay in touch
    3. subscribe to news updates
    4. further qualify for future work opportunities
  5. This would have built a mailing list, fully up to date and ready for in-house new business sales team to continue to work in the coming months
  6. Planned follow up campaigns including more of the excellent tutorials for designers

Ready to talk direct mail with us?

Give us your challenge and let the creative team loose!

What’s a typical response rate for personalised B2B direct mail?

What’s a typical response rate for highly personalised B2B direct mail? What provider would you work with? I’ve heard of Enthusem and Pebblepost.
It’s a well designed card with their logo, name or website on it.

Logo for Enthusem

Logo for Enthusem

Your response rate for B2B direct mail depends on a couple of things

  1. What you’re selling and whether the recipient has heard of you or has the need right now for your product/service.
  2. If you are already known, you can get response rates over 10%, particularly if you are trusted.
  3. One way to improve your “response rate” is to do a follow up by telephone to check they got the message and to elicit a reply verbally.
  4. You will get the best results by working with someone experienced in Direct Response Mailings. This is a skilled position – do not expect high % returns without expertise in creating the mailing asset. If you’re inexperienced buying direct mail services, I suggest meeting a few agencies for a “Chemistry” meeting where they will show you their work and ask you about your business needs. This will educate you about the process and likely outcomes.

Lastly, both the services you suggest seem good, I’ve not used them. But a competent Direct Marketing Agency (like Creative Agency Secrets) will do a similar job of customised direct mail pieces as these businesses. Which may be much cheaper. It depends on how big your database is as to which is a good / cheap option.

We use our 8 Step New Business Development process and each has a category – this blog post is related to Step 2 – Marketing Communications and Step 3 – New Business Pipeline

Click on the icons to see more posts in each category.

Symbol for marketing communications symbol for new business pipeline

 

 

This answer was first submitted on Clarity.fm