Direct Mail: Is there a definitive answer?

[Ashley_Price]

I used to follow the rule of if the recipient was interested they would read as much as you sent them; but now that no longer seems the case. I hear people are more likely to check the sender out online and that too receiving too much information can put people off.

So, which would you prefer: having all the information immediately to hand, supplied in the direct mail, or just having the basic message and looking up their website, etc. if you are interested?

[Of course, it's a given that you follow up the direct mail with a phone call.]

 

[Ashley_Price]

Looks like I've just had a sales call thanks to this post! Someone wanting to give us access to commercial business data. When I said we weren't interested he said "What do you mean you're not interested?"

How to lose sales and alienate people!

 

[Bruceflea]

IMO i dont think there is a definitive answer to your question. i would however agree with what you have heard that most people are likely to check the sender out online.

this is not a plug for our services but i am interested to see if you have ever looked at email marketing as an alternative to direct mailing?

 

[Ashley_Price]

this is not a plug for our services but i am interested to see if you have ever looked at email marketing as an alternative to direct mailing?

Yes, and I'd be unlikely to use it, because I can't imagine that too many business owners have opted-in to email marketing lists as being interested in call answering.

 

[directmarketingadvice]

I used to follow the rule of if the recipient was interested they would read as much as you sent them; but now that no longer seems the case. I hear people are more likely to check the sender out online and that too receiving too much information can put people off.

"Too much information" has to be a bad thing.

(By definition.)

But what would that actually be?

Are you rambling on about your dog's trip to the vet and where you went on holiday?

Steve

 

[Paul Kelly ICHYB]

Unfortunately, I feel you have to be quite brief and to the point, especially with the 'younger' target markets.

I believe DM should primarily be used as a call to action.

 

[Ashley_Price]

You see that's where my indecision has been, because I am of the sort that feels if I get a mailshot and I am interested I want all the information there in front of me at that moment - or at least so I can refer to it when I have time.

But it does seem that most people are happy to receive the basic message and then do the "leg work" themselves.

 

[Postforce]

We used to send lots of cold 'large letter' stuff for clients - with newsletters, price lists, pictures and detailed info - now seems to be more letters and postcards trying to get initial attention & interest, driving traffic to their websites and letting the info on the website seal the deal - could be something to do with the cost mind!

 

[ooh]

I think the "short copy" answers are wrong. There has been a lot of research and testing into this kind of thing, certainly many years ago (couple of people who did so: John Caples, and David Ogilvy, both of whom wrote books about such things).

See what the general concensus is:
http://www.google.co.uk/search?q=direct+mail+long+short+copy

The logic of long copy is this (I'm going from memory): No, people probably won't read it all, but that doesn't matter (that's not the goal). Just so long as they read enough. You don't want people who are willing to read running out of information to read before they're convinced. Long copy, just its existance (regardless whether its read or not), says you've got something to say and are enthusiastic about what you're offering.

I'm never a 100% happy about rules like these (for example one of Caples' rules is "long copy sells more than short copy"), there's so many variables and it depends on the situation, but this particular rule has had a lot of research/testing done on it in the past. I suppose rather than a rule it should be thought of as a guide.

Also, I can't help notice a lot similarities between direct mail and websites (at least a certain type of website). I bet the long copy guide applies to websites as well. No, no one really reads websites generally, they skim them, they won't read much more than 1% or something, but if you gave them only 1% it'd be far less persuasive. And of course, you don't know which 1% they're going to read, so you have to make it all good.

 

[directmarketingadvice]

But it does seem that most people are happy to receive the basic message and then do the "leg work" themselves.

What evidence do you have to support that belief?

Steve

 

[Ashley_Price]

What evidence do you have to support that belief?

From answers to similar questions I've read on places like LinkedIn, etc.

I guess at the end of the day it is a very inexact science and every recipicient is different, you'll never please all the people all the time.

But as an added question, should you include information that they won't find on the website (for example price lists) and direct them to the website for all the other information?

 

[Ashley_Price]

Actually, if you think basic message, how basic should that message be?

Do you give a few paragraphs of basic information, then point them to the website, or should the message really be extremely basic. So for example:

Dear Mr Smith

Do you ever have a need for a call answering service?

If so hire BananaOffice.

Have a look at our website for further details, or contact me for more information.

Yours sincerely

Ashley Price

 

[directmarketingadvice]

From answers to similar questions I've read on places like LinkedIn, etc.

Most people who argue for short copy argue from the wrong viewpoint.

I guess at the end of the day it is a very inexact science and every recipicient is different, you'll never please all the people all the time.

You're not trying to please all the people.

Among the people who get your letter are people who won't respond, no matter what your letter says. These people are utterly irrelevant.

As for "inexact science", try testing.

Long copy isn't the answer to everything - there are plenty of times you want to use short teaser copy - but direct mail is measurable (which means it can be split-tested) and various rules of thumb are well established.

Steve

 

[Paul Kelly ICHYB]

It shouldnt be so basic it doesnt say anything - the basic structure is like many things:
Who, what, how, when, why!

 

[manchesterhypnosis]

I think the really important thing is for your letter to get them interested enough to ask questions. For me a letter plus follow up call works better than just doing either on its own.

 

[eventdomain]

For direct mail, the sales message needs to be A4 letter size, but I wouldn't want to push it beyond that, as its too much to take in a single gulp. There's such a thing as trying too hard, then ending up overpowering the prospect.

Email is very different to DM - when people use email, its used for quick, simple communication, so I guess some feel its not the right tool for sales pitches because they expect a short message every time.

Horses for courses perhaps... But i'd agree that people like to read at their leisure, and although the sender might see nothing wrong with supplying info en-mass, there's acceptable ways to do it without turning off the prospect too early.

 

[debbidoo]

For direct mail, the sales message needs to be A4 letter size, but I wouldn't want to push it beyond that, as its too much to take in a single gulp.

Ah, but you see, research has been done on that, too I've been to a few Andy Owen talks over the years (very successful copywriter), and remember that he showed examples of hugely successful sales letters that took up 3, 4, 5 + pages of A4. The advice was (something like) use as much space as you need to, to say what you've got to say. If what you're saying is relevant, well written, and interesting, people will read it and act upon it. Rather than cram everything into one A4 side to save space or paper or money, it's better to spread it onto a second side, apparently.

Full of good advice, is Andy. Things like "No offer, no sale". "Fire your biggest guns first". Check out his copywriting articles - full of good advice and well worth a read

Edited to add: nice quote from one of Andy's articles: "Long copy or short copy? It's not long or short. It's interesting or uninteresting." I like that

 

[eventdomain]

Can you feel me riding on your back through the bank, as I suck your bank account dry, take all your cash and stuff it into my kids school fee account

I cant say I've seen too many 2/3 page sales letters myself - the ones I seem to get are on a single page, badly worded and printed on cheap looking, 40gram copier paper..

Nuff said..

 

[debbidoo]

Can you feel me riding on your back through the bank, as I suck your bank account dry, take all your cash and stuff it into my kids school fee account

Not sure what you mean, but it sounds rather perverse. Riding, sucking, stuffing? Ooh-er, missus! :redface:

I cant say I've seen too many 2/3 page sales letters myself - the ones I seem to get are on a single page, badly worded and printed on cheap looking, 40gram copier paper..

Nuff said..

Did they ever inspire you to buy anything, though?

Wish I could remember the examples Andy mentioned at his talks. They were hugely successful. One of them might have been a psychology magazine, another may well have been the Wall Street Journal. Yup, think it was - just found it here: http://www.copywriting1.com/2007/10/wall-street-journal-letter.html

Maybe it's because I'm 'in' marketing, but I do tend to read DM and sales letters when I get them. I find them interesting, just seeing the techniques people use, the words they choose, and so on. The day I stop getting sales letters and DM, I'll be a very sad debbidoo I've had great ones from the RSPCA in the past, 4 A4 sides long plus several inserts, and have read every word and then acted upon the call to action. Probably because they're well-targeted, so they're guaranteed to get my attention. Have made several donations over the years, based on DM received from RSPCA, Children with Leukemia, RNIB etc.

 

[maxine]

Ashley

I can't comment on copywriting in general as I find it extremely painful when I have to write something and it takes me far too long! (but I never allow myself enough time to hire someone but will get organised one of these days)

I had a lovely piece of DM from Moneypenny a few weeks ago as thought it was very personable, gave confidence in them as people, and pointed out a few benefits that I hadn't thought of.. and for that reason I have kept it to act upon when time is right. It talked about how easy to set up, what the process was, the overall benefits, some testimonials from people in a similar industry. Spot on for me. If it had expected me to do any leg work I'm afraid it would have gone straight in the bin.

What I absolutely hate is the silly fold out stuff as I don't bother unfolding it.. again it's straight in the bin. The silly fold out card that was sent out by companies house a while back was an absolute joke!

Good luck

 

I think several things.

i/ Direct mail is a very exact science, and if you arent doing it that way stop. As steve says testing is everything!

ii/The number of stages in the marketing process depend on what you are trying to sell. Somethings people will buy off the page, others they wont - if they were never going to buy it without seeing it first hand, it is pointless trying to tell them enough to disappoint.....only enough to interest and compell them to take the next stage.

iii/ There are precious few non branded commodities people will take a punt on greater than £100 out of the mail-less than that you need to test a one stage against a two stage marketing process. There are a few exceptions - but not many.

iv/There are many things sold even for £1000+ off a long sales letter, but theres the thing. The only way that happens is if they know and trust the seller, or they know and trust the product, or they know and trust a recommendation from someone they know. Going for a £1000+ even £500+ sale off the page with an unknown product from an unknown seller....is a waste of good stamps.

iv/ Above it you need to accept that the best you can get is a qualified sign up into a marketing process, then target getting that qualified sign up so you can begin making a relationship. Dont aim too high and miss. If the best you can get is a meeting, target your marketing at that.

v/ The OPs first statement is misleading...it is not a completely passive thing, your job as DM is to get them Attentive and reading, ( which starts with the colour of the envelope!!) Get them into the slippery slope, so get them convinced to do what you ask, you are not simply tapping an existing proactive itnerest in your offer,, which the reader will then explore to find what he wants. You have to make it easy for them, and get into their heads so you are answering the questions and objections just as they enter their heads...

vi/
I THINK....DM is getting easier. There is less competition now, so for the few that do it well, it is easier to grab attention.

 

[SeanKelly]

Hello all,

DM is definitely on the up. We hold one of the largest B2C databases in the UK, currently standing at 42 million records. Demand in the last 12 months has intensified as many of our clients have lost faith in email marketing for numerous reasons, we still have clients who use it and are happy though.

What makes us unique is being part of a database syndicate of just over 600 companies who allow us access to their transactional records, this lets us see who is buying what and when meaning we can put our clients in touch with consumers who buy products like they sell.

The copy that you send vital, this is your call to action and should be sent knowing this. You could have the greatest data in the world but if you send a cheap letter on poor quality paper you are wasting your time.

Sean.

 

[eventdomain]

Did they ever inspire you to buy anything, though?

Nope, I hate direct mailers - anyone that buys contact info is clearly out to make trouble, and break UK DPA laws, as 99.9% of mail we get isn't requested and is so untargeted its makes me angry.

Companies just don't think about what their doing, for instance this Moneypenny.co.uk lot sent us this damn mailshot without realising that their dealing with a search engine that's so automated it requires zero tele-services in order to function. They should check who their sending their mail to, that way - less of it will get shredded.

They can't even target a mailshot properly, and they want my company to use them in some administration/secretarial capacity?

 

[SeanKelly]

Nope, I hate direct mailers - anyone that buys contact info is clearly out to make trouble, and break UK DPA laws, as 99.9% of mail we get isn't requested and is so untargeted its makes me angry.

Companies just don't think about what their doing, for instance this Moneypenny.co.uk lot sent us this damn mailshot without realising that their dealing with a search engine that's so automated it requires zero tele-services in order to function. They should check who their sending their mail to, that way - less of it will get shredded.

They can't even target a mailshot properly, and they want my company to use them in some administration/secretarial capacity?

Register on the MPS then if you feel so strongly about it

mpsonline.org.uk

 

Nope, I hate direct mailers - anyone that buys contact info is clearly out to make trouble, and break UK DPA laws, as 99.9% of mail we get isn't requested and is so untargeted its makes me angry.

Companies just don't think about what their doing, for instance this Moneypenny.co.uk lot sent us this damn mailshot without realising that their dealing with a search engine that's so automated it requires zero tele-services in order to function. They should check who their sending their mail to, that way - less of it will get shredded.

They can't even target a mailshot properly, and they want my company to use them in some administration/secretarial capacity?

But then good direct mailers dont buy unqualified target records or demographic data for that matter. They joint venture with relationship list owners, or buy lists of those who have bought a similar product before...

Successful direct mailing comes from targeting the right offer to a properly qualified list, using a proper marketing process, and copy ( preferably with a lift letter from the list owner too!)

 

[eventdomain]

Successful direct mailing comes from targeting the right offer to a properly qualified list

In 8 years, my company hasn't had one single targeted letter. Not one, its all been general services from mini-cabs to household insurance stuff to take-away leaflets - so what exactly is targeted about that. We get this all the time, and now we get PA offers and all boils down laziness & sloppy research by some amateur bod that got roped into doing the 'sales role' because noone else wanted to be lumbered with it.

Its all down to spam, always has been and always will be. Get a list and spam away..... and the MPS won't save you either, because like the TPS, it just gets ignored in favour of £££££££ and joining it wont get you off any lists btw... these data companies wont check it and honour it anyway, and neither will the companies who just paid £5000 for each list - so it fails.

Got to be careful how you do the entire sales process, too many laws are being broken.

 

[Ashley_Price]

We no longer purchase lists from companies, we find too often they are out of date and of no use. For example, one firm I used to buy lists from still has a local solicitor as being at an address they moved from three years ago and they have moved twice since.

I now build my own list based on who our current client base is. So for example, we do have several website designers, on our books as well as event management firms, accountants, bookkeepers, solicitors, three online shops (a printer, an food shop and baby/toddler gear), and so on.

In 8 years, my company hasn't had one single targeted letter

How would you qualify targetted? Using my current client list there is obviously a need for my services within the above industries, otherwise those clients wouldn't be using BananaOffice. So I contact similar firms to see if we can help them.

Now, I suppose you could say if they don't need my service then my letter wasn't targeted enough; but at the end of the day it wouldn't be "sales" if I only approached people who knew they needed my service.

Some people don't know they need it until you show them how it could benefit their business. To give an example: why should any medium-sized firm hire a call answering service when they could employ someone? Well, our most expensive standard package is still far cheaper than employing someone, even part time, to answer the phones.

Take our online shop clients, you can order almost everything they do and find out about prices, delivery times and costs, etc. from their websites. Yet we still get hundreds of calls a month from people asking "How much is such-and-such?" "What's your delivery time?" "Where can I upload my artwork?" "I don't like computers can I order over the phone?"

So, no "online-only" firm should assume that just because they have all their information on the website that everyone will want to contact them or order via email or through the site. A lot of buyers won't even believe what is written on your site. We get a lot of callers asking "I see your site £xx for such-and-such; is that correct?"