May 25, 2018

Get Better Results from Your Direct Mail

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Get Better Results from Your Direct Mail

Studies show an effective direct mail campaign should draw a 0.5 percent to 1 percent response. These tips will help you and your associates get the results you want.

1. A bold headline. Include a single, central message on the envelope or the front of the postcard. Example: “The Hansen Team Sells More Real Estate.” The headline should fill at least 15 percent of the front of the mailer.

2. A graphic that reinforces the central message. The graphic should be easy to understand. Example: a home with a Sold sign clearly visible.

3. Color that pops. When you look at a mock-up of the card, do you see the headline first? Make the headline and other text stand out by using a color that contrasts with the background color.

4. Subheads that lead into text. If your mailer includes more than 100 words of text, you need to entice people to read the copy. A subhead gives people a place to start.

5. Benefits, benefits, benefits. One of the biggest errors people make in advertising is stating features rather than benefits. Never assume recipients know what benefit can be derived from a lower interest rate on their mortgage, for example. Let them know how their monthly payments will go down.

6. The offer. An offer is always a good idea and should represent a specific reason to call now, such as “Limited supply.”

7. Your company name and logo. Although this needs to be on the mailer, it shouldn’t overshadow the offer.

8. Call to action. Tell prospects exactly what you want them to do. Example: “Call today for more information” or “See us online.”

9. Contact information. Provide your name, phone number, and Web address directly following the call to action. Whatever you ask prospects to do, give them a way to do it easily.

Source: Joe Niewierski, PostcardMania, Clearwater, Fla.,

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