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How A Direct Mail Secret Could 10X Your Response Rate

This article is more than 5 years old.

Join me on my mission to trash the phrase junk mail. When you send the right direct mail, it does work. In my research on the best ways to attract high-paying clients, direct mail definitely finishes in the top ten.

I checked in with Louis Camassa, Managing Partner at E M P A T H (empathunited.com), to gather a story to illustrate the point.

“Once when my client said, ‘Facebook ads don’t work,’ I did not debate him,” said Camassa.

Instead Camassa, a brand experience consultant, asked, “What about direct mail?”

Like me, Camassa is still a fan of good ole direct mail. The great thing about direct mail done right is it is not an interruption like a phone call or an email, it is more like a soft knock at the door.

Great direct mail requires people with a little Sherlock Holmes in them. With 50% of success determined by a list, sometimes some sleuthing is required to find the right people to mail to.

Camassa reminded the client that they already had a list of customers’ mailing addresses. The list was well segmented. And they were selling a high-ticket service. He asked, “Would you be open to trying something different?”

The client said, “How different?”

Different is good in direct mail. You need to stand out from the clutter. In direct mail it is crucial to grab attention and have an offer that is quickly and easily understood.

“Do you remember the ‘You’ve got mail’ jingle?” asked Camassa. “And how excited people were when they received their first few emails? Now it’s dreaded, and it’s more exciting to check your mailbox than your email. Real mail also brings far less competition. And that’s definitely good.”

When Camassa also proposed sending out an interactive video, the client was all in.

They sent out a mini-tablet in a sleek greeting card. It took direct mail to the next level by engaging touch, hearing, and vision—a multi-sensory experience that really was exciting. With the interactive card, prospects could also choose what to engage with.

Once customized with the brand’s identity, including graphics, video, and functionality, the mini-tablet shipped by First Class mail. When prospects open it, the brand’s video plays automatically. Or series of videos. Complete with interactive buttons and sound control.

During a recent workshop I presented at in Michigan, the leader of the CEO group showed me such a device. All CEOS in attendance were dutifully impressed.

“This goes way beyond paper,” said Camassa. “And it can’t be done with Facebook, email, or websites.”

In an industry where a 1% response rate can be viewed as normal, direct response results with mini-tablets can be as high as 10%.

“The best part?,” asks Camassa. “If the addressee isn’t interested, they can send the video card back in a postage-paid envelope. It can then be reused, reducing waste, and cleansing the list. A win-win-win.”

And Camassa’s client? Their Facebook ads account is still paused.

My closing advice is test, test, test. But test what matters. The list and offer combined can account for 80% of your success or failure.