Marketing Strategies

Increase your response with seasonal tie ins

We have been talking about one of my favourite subjects, which is direct mail and specifically the three BIG factors to consider in the all important opening. Now let me reveal the fourth extra factor to consider which is some type of seasonal tie-in...if appropriate.

People are very, very conscious of holidays and tend to be very responsive to offers logically linked to a given holiday. Again to use our example of selling a home cleaning maid service, I can immediately think of two seasonal tie-in opportunities, spring and Christmas. 

Secrets to a great opening

In my last blog I introduced you to the three things that must be accomplished in the opening of your direct mail piece.

By way of review you must:

1.   Telegraph the offer.

2.   Emphasize the best aspect of the offer.

3.   Target the reader

Now let me explain in more detail exactly what I mean.

An opening that can TELEGRAPH the offer is tricky.  It has to convey the offer in a way that heightens desire to learn more rather than lessening the desire to learn more.