Don’t be fooled by the notion that more choices, more text and more offers are better. That does not hold up to reality. It is harder for your prospects and customers to make a choice, understand more text and pick from multiple offers than if you stick with one or two.
With two, they can make a comparison. Once you move past two, you get confusion. Confused people do not buy. Your ROI will reflect your "too many choices" with poor results. Not sure if I am right? Let’s look at some key ways people process your mail pieces.
Take the confusion out of your direct mail pieces in order to increase your response rates. Your prospects and customers are inundated with marketing messages all day long in various forms. In order for your mail pieces to resonate, you need to grab attention with your design and then wow them with concise, easy-to-read copy. Focus on how great their life is going to be by using your product or service. Then make it a limited time offer so they respond quicker. Finally, make it easy for them to buy from you.
Stay away from multiple offers per mailer; target the right people with the right offer. You can still have multiple offers in your campaign; just send different offers to different people. When you are not sure what offer will work best, do an A/B test so half of the people get one offer and the other half get the other offer. You can then analyze your results to see which offer worked better. There are enough difficult choices in the world, make buying from you an easy choice and you will see your results increase. In your marketing, you cannot be everything to everyone. You need to be something to someone. Focus on the someones. Are you ready to get started?
For a no obligation review of your marketing communications program and a chance to win a $50.00 AMEX gift card, call Bernie Prohaska at 732.238.3420 or email bp@ProhaskaAdvertising.com
Source: Target Marketing Edited by B. Prohaska