What Does ‘Why’ Mean to Your Direct Mail?

“Why?” For so many reasons, it’s the best question in marketing. “Why?” gets right down to the main point.

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“Why?” For so many reasons, it’s the best question in marketing. “Why?” gets right down to the main point.

If you have children, at some point you have been confronted with the inevitable “why” questions children have such as, “Why is the sky blue?” That curiosity is natural for all of us; but many times when we are busy, we do not take the time to ask many of the whys we should be asking.

Are you asking enough why questions about your direct mail program? Why, you ask? Well, without a clearly defined “why,” there are many things that can go wrong with your mail piece. Let’s look at how “why” can help you create a great mail piece, with fabulous results.

Start planning your mail with seven whys:

  1. Why Do You Want to Send a Mail Piece? There are many marketing channels to choose from, so why mail? A clear and concise plan will make your mail campaign smoother. Does your target audience have more than one way to be reached? Can you combine your mail with other channels to increase your response rates?
  2. Why Have You Selected Your Chosen Format? There are so many to choose from: postcards, letters, self-mailers, flats and parcels. Why did you pick yours? Do the people you plan to target like this type of mailer better? Is it easier to get people to open it? Did you choose a format based on cost? The main point is to make sure you are using the best format for your audience.
  3. Why Have You Selected Your Chosen Images? Will they draw in your audience? Do they help to convey your message? Are they bold or unique enough to make people curious?
  4. Why Have You Chosen Your Messaging? Is it interesting? Does it provide a concise description of your product or service along with the benefits of purchase? Remember, you must convey what is in it for them in order to get them to purchase. Do not list features in your message, stick with benefits.
  5. Why Should People Buy From You and Not Your Competition? Here is your chance to stand out. Tell people the benefits they get by working with you. Make sure to phrase it in a way that talks about them, not you. They don’t care about you; they are in it for themselves.
  6. Why Have You Chosen Your Mail Date? Mail dates are important, so why did you select yours? Does it tie into other marketing channels? Is there a “respond by” date based on the in-home dates? Did you pick a day based on past history?
  7. Why Have You Chosen Your ‘Respond by’ Date? Have you allowed enough time for people to receive them and respond? Have you set the date too far out, so there is no sense of urgency in responding? Be careful to select a date that allows people time to review your offer and look up relevant information to make a decision. The bigger the purchase, the longer the time needed to decide.

All of these questions whittle down to the core of your objectives. Starting with a clearly defined core and building your direct mail campaign from there allows you to create better, more responsive direct mail pieces. Each step in your plan needs to be thoroughly vetted with the “why” process. When you are able to answer all the “whys,” your targeted audience receives a powerfully persuasive mailer that they can’t ignore. There is a great book that goes in-depth on how to find your “why.” Check it out here.. Are you ready to get started?

Author: Summer Gould

A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: summer.gould@eyecomm.org, on LinkedIn, or on Twitter @sumgould.

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