The most important aspect of any direct mail campaign is the mailing list. You
have to target the people who benefit most from the program you are
offering.
You don't get paid on response rates, but maximizing response rates to the right
target market is a integral part of ROI on your mail campaign.
Once you have pin pointed the correct target, these simple design and copy tips can help
optimize client comprehension. readablility and thus, response rates.
Use color to increase readibilty
Color outperforms plain, black-and-white communications every time. In study after
study, market research and real-world case studies* prove color communications get
more attention, increase response, and improve recall.
• Customers pick up a full color mailer first 55% of the time
• Color documents are up to 80% more likely to be read
• Color is up to 80% more motivating than black-and-white
• Color increases comprehension by up to 73%
• Information is located 70% faster when it’s in color *
• Information highlighted in color is 39% more likely to be remembered *
• Color improves brand recognition by up to 80%
Offer an incentive to drive customer response
There are literally hundreds of incentive offers that can provide value to your existing
mortgage clients and help attract new ones.
Coupons are particularly effective during tough economic times. Customers respond to
free quotes, consultations, demonstrations, and presentations.
.
Get creative. Consider partnering with local groups or associations with a natural
connection to your business. Offer their members special prices or host an event.
Your mail pieces should communicate your offer clearly and
concisely — including any terms and conditions.
Incentive Ideas
Sale Coupon
Event Free Demonstration
Gift Free Quote
Evaluation Gift
Vacation Industry report
White paper Membership
Gift card Training
Contest** Sweepstakes
Provide multiple response methods
Once you’ve captured the attention and interest of a customer make it easy for them
to respond. Keep in mind that different customers have different preferences. Some
prefer to call. Some prefer to visit a web site. Try to provide more than one avenue
for response — you’ll receive more responses if you do. And be sure to make each
response option easy.
Set a deadline
Limited-time offers always increase response. It’s human nature to respond to
the most urgent deadline. Setting an end date automatically gives your offer greater
importance. Just be sure to allow enough time for your customer to receive your mailer
and respond.
The two most powerful words in direct mail are “Free” and “New”. Use them without
qualifications — no strings attached — and your customers will respond.
Please read our page on targeting and look at some of our postcard samples and you will see why we are the choice
of some of the most successful mortgage companies in the country today.
Call us until 6pm everyday
954-312-8130
Sales@mortmailers.com <<< click on e-mail address to request info
* Loyola College, Maryland, U.S.A., by Ellen Hoadley, Ph.D., Laurette Simmons, Ph.D., and Faith Gilroy, Ph.D.; Case & Company, Management Consultants; Bureau of Advertising, Color in Newspaper
Advertising; Maritz Motivation, Inc., Southern Illinois. Published material: The Persuasive Properties of Colour, Marketing Communications, What’s Working in Direct Marketing,w to Use Color to Sell, Cahners 
Company.
