Maximizing Direct Mail Conversion Rates
One of the biggest problems with direct mail marketing is that you don’t know you’ve got it right until you’ve already spent money on design, printing and distribution. Even then, given the lack of real opportunity for tracking results, you can only base your perceived results on instinct rather than cold hard figures. Be that as it may, there are steps you can take at the creative stages to ensure your direct mail is as optimized for conversion as it can be in order to deliver a high return on your investment.
A great deal of optimizing your direct mail for conversion rates relies on common sense and, in a way, taking marketing to its most basic level. Too often it can be easy to confuse things and look for more complicated solutions to the problem where a simple course of action would suffice.
Consumers convert better when things are marked out for them in an easy-to-understand format. If you want a prospect to give you a call, don’t just put a phone number on the bottom of your flier and hope for the best. While most people understand that the phone number listed on an advertisement is for contact purposes – actually instructing them to give you a call in simple terms might have a marked increase in those that actually do pick up the phone.
