Internet Direct Mail Is Different: 14 Things To Remember - Avoid using...
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4. Avoid using "hard-sell" techniques in IDM. These tend to produce poor results. Readers on the Internet expect to see information. The information can be on the benefits of your product and how to order, but the tone must remain helpful. If it's slick, your email will be trashed.
5. You should include multiple response options for your prospects. But ALWAYS remember to have a web-based response form. Many online users prefer to keep the entire transaction online. That way the user keeps control and does not have to worry about more sales talk or being upsold when they phone in.
6. Limit the amount of click throughs in your IDM piece. Usually only the first 2 or 3 get used. The rest are ignored.
7. Premiums still work online. Maybe even better. You have the opportunity online to animate your premiums in action or even make them interactive. Try this out and see how it effects your results.
8. Sweepstakes work great online. This is because it is usually much easier for the prospect to quickly fill out their information on an online form than to fill out a paper-based form and then have to mail it.
9. Avoid the word FREE in the subject line. FREE is too blatantly promotional a word for people to bother opening your e-mail. Besides that, many online users now employ "spam filters" which work to screen out unwanted mail. FREE is often a word that these filters pick up and then they'll delete your message before it ever reaches the prospect's inbox.
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