Ask our Experts - How do I increase my response rate?

By Keith Goodman, VP, Corporate Solutions, Modern Postcard

Question: How do I increase my response rate?

Answer:  The response rate is driven by a number of factors including:

  • The list
  • The offer
  • The copy
  • The creative
  • The timing of the piece

The list is probably the most critical, but assuming you have the right list, the focus falls on capturing their attention, creating a need for the product or service, and then giving an attractive enough offer that you can get them to respond, preferably sooner than later. I have a simple formula of 4 things that will create a successful direct mail design:

  • Capture their attention – Make it standout on the desk or kitchen table
  • Create a need for your product by identifying their pain point in the copy
  • What is the benefit of using your product or service – solve their pain
  • Give them an offer to try it – Try it now and we will give it to you free for 30 days

It is amazing how many mail pieces I see that are missing one or more, and even sometimes all, of these important fundamental requirements of a mail piece.


Keith Goodman, VP Corporate Solutions, a 20-year veteran of direct mail marketing, has helped companies such as IBM, Hughes, Avery and Amway increase the profitability of their direct mail programs. He's spoken at hundreds of seminars and conferences around the country, helping thousands of people get better results and greater ROI for their marketing dollars.

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