Make the most of YOUR Direct Mail Week-Day 4

Day #4 Tip

Offer a gift, and make sure it's the right one.

Yes, life would be wonderful if you didn't have to offer a non-car related incentive to get people in. It's not happening right now, at least not on saturation mail. Bite the bullet and offer a gift, just make sure it's not janky. Exuberant gas rebates, 3 day/2 night vacation and $1,000 shopping sprees should no longer have a place on your mail. Try lotto cards, gold coins, blue tooth head sets or choose a certificate that is at least straight forward enough to work.

Make the most of YOUR Direct Mail Week-Day 3

Day #3Tip

Take as much time on zip code selection as you do your art work.

It never fails, a dealer will be meticulous for days about getting the message just right, then scribble out a few zip codes 10 minutes before deadline to send the "perfect" piece to. The message is just as important as who will be reading it. Take the time to talk through your zips with Katy (or whoever you work with on it), thinking about this for 20-30 minutes can make a real impact on the success of your campaign.

Make the most of YOUR Direct Mail Week-Day 2

Day #2 Tip

Do NOT waste money on 11x17 tri-fold mailers with a scratch off

The dream is over, they do not work. We're talking about .041% response rate on average vs. some products that average over 2%. Bite the bullet, pay double on the per piece costs and get 4 times the amount of people in the door.

That means for the same budget you spend on tri-folds you should be able to double your traffic by doing half as much mail. Want to talk to someone who is doing this? Let me know--I'll hook you up with a few.