Concentrate on a Single Market
Avoid the scattergun approach—ditch mailing to contractors, developers, and homeowners simultaneously. Precision targeting is key to achieving optimal success.
Secure an Accurate Mailing List
Define your target audience. Are you after owners of new or old homes, those in rural or urban settings? Whether they own a wood fence or none at all, there’s a mailing list tailored to your specific audience.
Craft an Irresistible Offer
View your direct mailer from the recipient’s perspective. What incentive would prompt you to engage with the business? A discount, same-day installation, or a tempting pergola plus fence bundle?
Create a Compelling Headline
A captivating headline captures your audience’s attention. Refer to the sidebar for headline ideas that can make your message stand out.
Eliminate the Excess
Cut the fluff—your audience is interested in themselves, not you. Scrutinize your words, ensuring each one contributes to the message’s effectiveness.
Speak Like a Human
Your direct mailer is your “salesperson in print.” Communicate naturally and avoid overly promotional language. Imagine you’re having a face-to-face conversation with your potential customer.
Experiment with Different Formats
Explore diverse direct mail formats—postcards, traditional mailers, oversized options, 3-D mailers, boxes, plastic cases. Be bold and creative.
The Pinnacle: Your Headline
The headline is paramount. Shockingly, 80% of readers focus solely on the headline. That means 80 cents of every marketing dollar is invested in crafting an attention-grabbing headline.
Address the Reader’s Concern: What’s in it for Me?
Your audience is asking one question: What’s in it for me? Kickstart your headlines with these strategies:
Make an Offer
10% off all vinyl fences
Free fence installation this month
$1.65 off each foot
Woodgrain fences introduced
Vinyl fence pre-spring sale
Why the President of the United States won’t buy from us
Why would we put steel in our vinyl fences?
Appeal to Self-Interest
Why homeowners who own wood fences are switching to vinyl
Never paint your fence again
Pose an Intriguing Question
Did you know we can install vinyl fences in the middle of winter?