Increase direct mail response rates by testing

Ivan Levison — Copywriter
Direct Mail, E-mail and Advertising Copywriting

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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting

July, 2004
Volume: 19 Number: 7

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Increase direct mail response rates by testing
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It doesn't matter whether you use snail mail or e-mail to
reach prospects. Either way you should plan on doing some
aggressive testing.

Why? Because if you don't have a testing program in place
that's dedicated to helping you beat your "control"
mailing, you're missing one of direct response's great
benefits: the ability to constantly and quickly get
direct feedback from the marketplace. Your testing
program should be like a feedback loop that constantly
funnels vital data back to your marketing team.

What should you be testing? Well, by now just about
everyone knows that, first, you've got to test lists and
offers. But don't forget to test your letter. It's one of
the keys to direct response success. When a client gives
me a letter that they want me to rewrite for testing
purposes, I review it using a proprietary check list that
I have developed over many years. (It helps me make sure
that I touch all the bases and don't miss anything.)

Here are just a few questions you should ask yourself as
you prepare your "control buster."

1. Is my letter long enough?

If you've been using a one page sales letter, consider
testing two or more pages. NOTE: Years ago the direct
mail mantra was "the more you tell, the more you sell"
so copywriters, myself included, often wrote four-page
letters. This is less true these days. Now, people
expect to get their information more quickly and
telegraphically. As a result, you might want to write
somewhat shorter letters and email. But this doesn't mean
you can't test longer lengths, too.

2. Am I starting out with a terrific headline?

Makes sure your letter gets off to a fast start by
setting it up with a punchy headline placed above the
salutation. It doesn't have to be short. You can easily
fill up the first fifth of your cover page with your
headline introduction.

EXCEPTION: If the letter is personalized or more formal,
you don't need a headline. Sometimes it doesn't make
sense to blow all the advantages of a "personal"
relationship by using a headline that's shouting about
your offer.

3. Does my letter get off to a fast start?

If you don't grab the reader's attention right from the
beginning, you'll never make the sale. If you're
beginning with a soporific like the following, you know
you're in trouble: "Allow me to introduce my company,
DullsVille Software. Our mission is provide a
comprehensive suite of solutions to businesses who need
to solve a broad range of problems" The reader's
response? This is Borrrrrrrring.

4. Am I devoting an entire section to my guarantee?

All too often letters bury the guarantee in the body
copy. Big mistake. You should really highlight your
guarantee and feature it as a distinct graphic element,
complete with a border (a 1-point rule will do fine). The
guarantee overcomes resistance and should really pop out
of your letter or HTML email.

5. Am I including a P.S?

The humble postscript, sitting beneath the signature, can
have a tremendous effect on the power of your letter.
Copy research proves it. For example, René Gnam, a fellow
direct mail specialist, reports the following results . . .
He did a split run test where one letter contained a
postscript. The other letter was identical except that
the postscript copy was moved to the last paragraph above
the signature. That was the only variable. The result?
The mailing with the P.S. outpulled the non-P.S. letter
by three to one!

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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

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