NFIB

Include Incentives for Direct Mail Success
03/ 14/ 2002

In a direct mail campaign, you want to get people to open your letters, and then compel them to respond. Neither task is easy. Even highly successful direct mail campaigns yield as little as a 2 percent return. But using exciting financial incentives can increase these percentages substantially. Contributor Jeffrey Moses explains how in today's Workshop.

Have you ever received direct mail with a crisp new dollar bill enclosed? If so, you probably filled out the form and sent it in. Receiving money through the mail is always different and compelling.

Use the same technique in some of your direct mail efforts. If you're notifying a select group of individuals about your services and informing them that one of your reps will call, enclosing a dollar bill "just to show our appreciation" will make it easier for your reps when they call. If you're sending out survey forms that ask for detailed information about a company or executive, then enclosing a $5 bill will get people's attention and motivate them to complete and return the form. In many instances, it will be worth well more than $5 to have the information, which can be the basis for many sales and transactions in the future.

While this principle works in a wide variety of direct mail applications, you can afford to include more money if your list is targeted enough to ensure you'll receive valuable information. Never waste money on mass mailings that aren't likely to generate responses.

Always explain why you are including the incentive and thank the person beforehand for responding. Reminding them that you've done them a favor may prompt them to return it.

Cash isn't the only option. You might also consider including coupons, which allow you to provide a financial incentive without actually having to send cash. Try it and see. You'll be surprised that even the busiest individuals can be tempted with such a unique and exciting offer.

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