Top 10 Things Needed In A Successful Direct Mail Campaign

These are the top ten things that you need in any direct mail marketing pieces…we’ll use a restaurant in this example:

1. Format

A picture only aids if it is compelling and aids in telling the story. NOT a picture of an empty restaurant or dining room or your logo. If you have a photo of food or people make sure it demonstrates they are enjoying themselves.

2. Headline

This is often the major flaw of the restaurant marketing I see. All of your marketing needs to have a strong, offer based headline that answers the question in the guests mind “What’s in it for me?”

One option is including the offer in your headline, and on the delivery address side. The more outrageous or bold, the better.

3. Personalization

Tests show that this will increase response by 30%. When you speak directly to your audience you’ll get better results. When you can put someone’s name in the headline it will get better results.

It also means you should segment your lists and match the message to each list.

Existing guests should get a different mailing than those that came from a purchased list. It’s easier to get existing guests to come back to celebrate their birthday and as a result it requires less sales effort. Often a well designed postcard is good enough.

However with a new guest that hasn’t visited your restaurant before it requires more sales effort. That’s hard to do effectively with one postcard. That’s why I advocate a full blown sales letter with first class stamp with the personalized approach.

4. Call to Action

You need to give them a specific direction. Tell them exactly what to do and how to do it.

Sometimes this is combined it with the deadline below. “Bring in the enclosed certificate before XXX to receive your FREE Dinner “.

If you are mailing to a cold list of people that have not been to restaurant before you should give them directions. That’s why you should include a map to your restaurant on the back of the certificate so people end up somewhere else when they intended to come to your restaurant.

5. Story

When you justify your offer, typically your response will go up. Engage the reader. Use your own voice, as if you were talking to a familiar friend. Talk about how your restaurant is different/better than all the other options available to them what makes you standout, unique.

The reason is that once they try your restaurant you know they’ll come back. It saves you hiring some fancy New York advertising agency. It doesn’t have to be a complicated reason you just need one.

6. Deadline

Everything has deadlines to need a valid offer. I recommend you feature an expiry date in large print and underlined, designed to stand out in the middle of the postcard. On a birthday anytime during their birthday month is usually very effective.

7. Offer

Test until you find a couple of offers that make people want to respond. Keep in mind the long term value of a customer. If it costs you a $10 offer ($3.50 if you consider you are only paying for the food) to get a new customer, it’s still worth it.

Once you have them in your database, you can get them onto the newsletter list and get them coming back again and again. Once they are on your database and a regular guest it shouldn’t take as big of an offer to get them to come in.

8. Testimonials

What others say about you is at least 10 times more believable than what you say about yourself. Use testimonials on all of your restaurant’s marketing. Why keep your happy guests’ positive opinion of you a secret?

9. Ability to Track Response

Make sure you keep detailed numbers for all your promotions. Not having accurate statistics may mean that you are making marketing decisions on emotion rather than the facts. That is a problem if you make decisions based on a few people instead of your overall results.

Track each of your restaurant’s marketing pieces using the same formula each time. Track the changes you make to each subsequent piece, making only one change at a time so you know what works and what doesn’t.

Once you find something that works, keep using it until you notice a change in response.

10. Guarantee

Come up with a big, bold and solid guarantee as a marketing selling point. If a customer is unhappy it’s in your best interest to make the customer happy anyway. By promoting a guarantee you just get added mileage from something you would have done anyway.

As long as you are providing a good quality product the amount of people that will take advantage of you are very small compared to the benefits of using it in your restaurant’s marketing material.

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Although it has helped to lessen the steaming work inside the kitchen, it also satisfies the customers with timely delivery of their favorite cuisines right at their doorstep. This also allowed the restaurants to grow their business twice bigger than the traditional way of serving foods. Our app development firm strives together to bring the best Grubhub clone to venture into the online marketplace.

Why Should You Opt For A Grubhub Clone?

Grubhub clone is a ready-made solution for entrepreneurs to kick start their online business without further ado. The entrepreneurs are offered to customize the food delivery app like Grubhub as per their business needs. Therefore, this helps all our clients with complete satisfaction with on-demand app development.

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Avant-Garde Features That We Offer At Turkeytown

Contactless Delivery
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Ratings & Reviews
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Winding Up

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3 Ways to Make Direct Mail More Effective

Many of our clients tell us, “We’ve tried direct mail and it didn’t work.” This experience leaves us asking, “Why do some programs not perform as well as expected, while others succeed beyond a company’s wildest dreams?” According to the Direct Marketing Association (DMA), direct mail can pull in response rates as high as 15% or as low as 0.03%. With such a large gap, it is easy to see why many companies have lost their faith in this very popular marketing practice.

Over the years we’ve learned how well a direct mail program performs depends on the chemistry of three elements-format, offer, and list-and whether or not you have designed the program with enough frequency and follow-up triggers built in. But before you can pull these three elements into the most effective program possible, you need to first determine:

  • The goal of the direct mail piece (For example, is your goal lead generation or direct-to-order?)
  • The current relationship you have with the list. Is it a cold list or has qualification already occurred? (For example, have they already attended a seminar or webinar of yours or downloaded something from your website?)
  • Then follow this advice as you design your direct mail program:

  • FORMAT. Direct mail comes in a variety of formats-the postcard, the business letter, or the 2-D or 3-D package to name just a few. The truth is, all three of these formats pull about the same percentage of responses, when used correctly. The magic then is to choose the format most suited to reach your goal and specific audience.
  • OFFER. The offer is a critical element to a successful direct mail effort. From our experience, the strongest direct mail offer is one aimed at driving traffic to a website or retail location for further qualification and/or selling (qualification if the contact is still cold and selling if it’s a contact where qualification has already occurred through a previous marketing activity). This offer can be anything from a free product demonstration, an online ROI calculator, an article/white paper download from the website, or simply retrieving more product or service information.
  • LIST. The list is possibly the single most important element to an effective direct mail effort. If you have the best format and offer but send it to the wrong list, you will still have nothing. And, even if you are sure you have sent it to the right list, if that list has not yet been qualified you will waste a lot of money. Even a house list can get quickly out of date. Conduct a qualifying call down of any list you plan to mail to and make sure the list is still a) accurate and b) qualified to receive your offer. Keep the call short (3-4 qualifying questions at the most). Only after you’ve connected with and qualified the prospect should you place them in your direct mail engine. This will save marketing precious dollars and sales precious time, while ultimately making the entire campaign more effective.
  • Direct mail will always be one of the most compelling ways to prospect, and when done strategically, pulls high open rates and generates excellent leads. Make relevant and cost-effective choices, implement with a frequency of at least three impressions, be sure to follow-up on every prospect you get to take an action…and watch those leads pour in!