Direct Mail Tips from
Alan Rosenspan
 By Dianna Huff
As I mentioned in the June issue, I've interviewed dozens of people for the special reports I've been writing for MarketingSherpa. One thing I'm hearing repeatedly is that direct mail is not doing its job. The mail people receive is "full of hype," it all "looks and sounds the same," and it "focuses on product capabilities, not what I need." Almost everyone I've interviewed said he or she promptly pitches direct mail into the trash.
Since I'm not a direct mail expert, I contacted Alan Rosenspan, president of Alan Rosenspan & Associates. Alan is the former president of the New England Direct Marketing Association (which is how I met him), an award-winning direct marketer, and a really great guy. He took time before leaving for vacation to answer a few questions about how to do direct mail better.
DH: What advice do you have for B-to-B marketing communications professionals on producing direct mail that 1) gets opened and 2) is acted upon?
AR: Great question, and there are three quick answers. 1) Be Different. You want your direct mail to stand out from other direct mail and be noticed. One way of doing that is to try an unusual size or shape. 2) Be Relevant. "Junk mail" is mail that has no relevance to the person receiving it. 3) Let the Value of the Customer Drive the Cost of the Package.
Continental Resources sent out a fantastic package with a radio-controlled dinosaur in a box. It compared dinosaurs to your current server -- big, slow, out-dated. You might think it was a very expensive package, but it will pay for itself many, many times over if it creates just one more customer!
DH: How does one design direct mail so that it doesn't "scream junk mail"?
AR: My secret has always been to add value. What I mean by that is, even if the person doesn't respond to your mailing, he or she will derive some benefit from reading it. It may include useful information, mistakes to avoid, etc.
Also, in B2B, people are busier than ever these days. So I try to communicate the key message very quickly, and make the key points pop out even to someone who is simply scanning the piece.
DH: Can you talk for a bit about doing direct mail in conjunction with other marketing efforts? I'm assuming it's best that B-to-B direct mail campaigns be run in conjunction with PR and advertising campaigns.
AR: The experts agree that the best way to do B2B is with an integrated campaign. If I've read about you in the trade journals, or have seen your ads, I am much more likely to agree to a phone call or pay closer attention to your direct mail. The key here is to make the message integrated as well.
DH: I know that if you get poor response to direct mail that part of the problem could be the list. What tips do you have for choosing a good list?
AR: First, I try to focus on the subscription lists of the trade journals that reach my target market. The reasons are: the people receiving the journal are usually highly qualified; the lists are usually up to date since the trade journal goes out monthly or weekly; and the people on the list usually had to respond to something in order to get the magazine. So I know they are willing to respond to get something they want.
DH: Is there anything else we should know?
AR: The one thing I haven't touched on is the offer. After the list, that's the single most important part of any direct marketing program. The offer isn't your product or service. It's the little extra the person gets when responding to your mail, e-mail or phone call. I've written a few articles on this that can be found on my Web site: www.alanrosenspan.com.
Alan, thank you! This is great advice for anyone doing B-to-B direct mail. When you visit Alan's Web site, be sure and request his booklet, "101 Ways to Improve Response." Next month I'll cover how to write copy that focuses on your prospects' needs.
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