How to increase marketing ROI:

By closing the sale with direct mail

Consider the problem

Your company has invested significant time and money to generate a list of qualified leads, hire and train a sales staff to follow up on leads, and create relevant direct mail marketing messages to attract prospects. But what is the return on investment for your company's efforts?

The exact return on investment is determined by the ability of your direct mail marketing effort to interest your prospect enough to speak to a sales rep about your offer. If your prospects actually read your offer in the direct mail you're sending, the return on investment goes up slightly. If your prospects have a reaction to the offer, your return on investment goes up dramatically.

How do you get a prospect to react to an offer you send them through the mail? You can significantly increase your return on investment for a direct mail piece by following these five steps:

1 — To increase ROI, you must first identify the exact pain points that your offer solves for each prospect. Then, create relevant messaging to reveal your unique capabilities to solve these pain points.

2 — You must include a simple and attractive offer to which they can respond (a call–to–action).

3 — You need to ensure that your offer makes it into the hands of the decision maker. The best way to do this is to disguise your package via courier delivery or Fed–Ex to get the piece past the gatekeeper. Additionally, your direct mail list should always be targeted toward the appropriate decision maker.

4 — Get them to take notice. Create a piece that physically stands out, something they'll want to keep instead of throw away.

5 — Finally create a system for prompt follow–up. Since you used a courier or Fed–Ex for delivery, your sales team can track the package and follow it up with a phone call within 2–3 hours of acceptance. Research shows that when a sales rep follows up with a phone call within 2–3 hours of delivery, the prospect is 70% more likely to respond favorably to the offer. Create a phone script designed to allow your sales team to follow up on the delivery of the piece and close the sale.

Direct mail, even in today's market, can still be effective and produce a significant return on investment. Let's talk about creating a memorable campaign for you. Send me a note anytime kreedy@leereedy.com.