Data Quality Tools, Mailing Software, Lists, NCOA, Data Enhancements
Call 1-800-MELISSA  
Cart Shopping Cart|Contact Us||

Data Quality Direct Mail Popular Services Downloads Support Resources Lookups Company

 News

 Converting Inquiries Into Orders
   By Galen Stilson

Depending upon your order margin, your attempt at conversion may involve anywhere from one to ten or more attempts. How many conversion attempts is right for you? A rule of thumb is: "keep mailing until it's not profitable to do so." If you still show a profit after 10 mailings, keep on' a going.

What would a series of conversion attempts include? Here's a hypothetical example:

Attempt #1: Your full sales package, including a "thanks for requesting information" note.

Attempt #2: Carbon copy of original letter with a reminder of any discount cut-off dates. Include a testimonial sheet.

Attempt #3: New letter giving a premium expiration date. Response device to indicate last chance to get premium.

Attempt #4: Letter from a top-level executive that uses a different appeal from past efforts.

Attempt #5: New letter built around a strong testimonial, backed by other testimonials. Offer a new premium or incentive.

Attempt #6: New letter built around your guarantee and no-risk offer.

Attempt #7: Last-chance offer that summarizes the entire series. You might want to give a special "final offer" -- a "bribe" -- if you will -- to make the sale.

The mailing time-frame might be one-per-week or every two weeks (depends upon your experience).

After the conversion series is finished, those who did not order should be plugged into a list of non-responders. These prospects should be mailed (full dm package) on an annual or semi-annual basis until you determine that they're no longer legitimate prospects.

Galen Stilson is a Direct Response Copywriter/Consultant. Contact him at: 727-786-1411

 


Melissa Data


 
Enhance your website, software or database with easy-to-integrate data quality programming tools and web services.


 
Save money on postage using leading mail preparation software and other direct marketing products.


 
Update & standardize addresses and find out more about contacts in your database.

 


 
Find new customers perfect for your business with our online and specialty mailing lists.
 


 
Locate the business information you need such as ZIP Codes, address verification, maps.
 

Follow us on:

Facebook           Twitter

           


Article Library | Direct Mail | Copywriting | Data Quality | eMail | Case Studies | Technical | Postal
Marketing Strategies | Internet & Web | Industry News | Subscript to Newsletters