Direct Mail: Testing, Testing, Testing can you hear ME now?

Allegra Michael Grant

 

 

 
To continue with our dance theme from the last entry, let’s look at the start of the dance. We need to be heard. We need a microphone. One that works. We need to test that mic. Direct Mail needs to be tested. Tap, tap, tap. Do you hear ME? We are fine tuning here. Not everything will work. Some tunes bring everyone onto the floor. Some do not. Ever been to a dance where no one is getting up? Conversations are low. People are looking around checking out the ceiling, the floor, the shape of their paper cup, their watches. Looking for the exits. When do we get to leave? Have we spent enough time here? Shouldn’t I be somewhere exciting right now? Then, suddenly, a tune breaks out. It’s alive. You love the beat. Maybe you’ve heard it before. Your feet are moving. Everyone crowds onto the dance floor. They are coming to the party. Moving to the sound. In Direct Mail, you want to be that sound. Over and over. They never want you to go away. They keep coming back. You have found the magic. The right tune. Testing, testing, testing is your route to finding that song and becoming what everyone longs for. With that objective, let’s focus on ME.

Is the Direct Mail message getting through to ME? We won’t know until ME communicates with us loud and clear. Although we send the message, it is ME who determines if the message is ever received. It is ME who decides to contact us. They control the channel. Think of the intro to “The Outer Limits”, a 1963 Sci Fi television show. That’s us on the couch in front of the TV. How do we get that remote to work?

As we know, marketing is a continuous process constantly evolving to meet the needs of ME and like all marketing, testing is critical to the success of Direct Mail. Marketing is not a one hit wonder. It is not a home run. It is a series of improvements until we load the bases and the runs start to come in. It takes time. Marketing is like the movie, “Moneyball” for those of you who like Brad Pitt and sports. It is a focus on the stats, on the numbers, on the results. Some of the methods we use to separate and measure the results of our campaigns are things like: numbered coupons, gift cards and reply cards, various offers, different toll free #s and email response addresses for each campaign, specific QR Code and PURL landing pages tied to each campaign.

We send Direct Mail to segments of our markets to gauge the response to our offers. These segments might consist of geography, gender, age, customers, prospects, income and previous purchases etc. It is important that we send a sample size that will yield “statistical significance”, but not one that uses up a large portion of our list. We might send out 5-10% of our list to a minimum of 500-1000 per campaign. We will need to measure the results of each modified campaign so that we can focus our efforts on what has provided the highest responses and alter the offers accordingly. Remember that our success depends upon the list accuracy (50%), the offer (30%) and the creative (20%).

There are Power Locations on every Direct Mail piece. These are locations that will be noticed first by ME. They are: the outer envelope, the opening or heading of the letter, the closing of the letter, a PS section in the letter, a burst in the letter or card, the lower left portion of a postcard and an insert in a letter. Straightforward offers or calls to action should be at these locations. In other words, it answers the question, what’s in it for ME?

Next week: Social Media…The Twilight Zone of Marketing