It’s all about the packaging.
These days you have to be creative when you use mail to advertise your business. If not, then you risk throwing hundreds of dollars in the trash.
The competition is hard to beat too. Store ads, coupon mailers, service flyers….all better known as junk mail. Sorry to be so negative, but do you see what comes in your home mailbox each week? Maybe you don’t. Maybe your spouse collects and sifts through the mounds of mail that gets stuffed in your mail slot everyday.
In truth if you are current on all of your bills and you’ve elected to have most of your bills sent and paid online, then your weekly mail deliveries will be pretty bland. And it’s pretty routine too, usually Tuesdays or Wednesdays are the days when bulk mail, or better known as junk mail, is delivered to everyone.
So you may or may not be curious as to why I’m writing this post on how to get your chiropractic marketing via snail mail, opened and read.
Direct mail marketing is still a great way to get your zone targeted chiropractic advertising in the hands of those who might want to know more about the benefits of chiropractic care.
But there is a catch.
You have to make it interesting and keep the cost down at the same time. This is where creative thinking comes into play and timing too.
Ask yourself what makes you take a second look at something in the mail?
For most, there is a very specific criteria to make it to the “save and open” pile of mail, and this is what I want to share with you today.
It’s definitely worth your time and energy to make your direct mail marketing more enticing to those who receive it.
What’s this look like?
- Handwritten – statistics tell us that more people will open an envelope if the address and return address is handwritten
- Return address – adding your return address is important, but try adding a little personality. You assume writing the address without a name may will give you some leverage and it might, but why not put your name or practice name followed with a byline? Main Street Chiropractic, “voted #1 chiropractor”, 111 Main Street, Town, State, Zip. (if asked who voted you can say your staff and patients did, that will keep it real)
- Bulky – adding some little item in your mailings will peek the curiosity in most people. Even if it’s just a free sample of a supplement you sell in your practice. If you use my chiropractic ads then you know about the little gift you can add in the “stick letter” found in the bonus marketing letters.
- Irregular shape – instead of sending your marketing in a typical business envelope, try sending it folded up in a blank card. Now you’ve prompted the recipient to open what looks to be a greeting card or an invitation.
- Colorful – Move away from the standard white envelope. If you are doing small batches of mailings then run over to the office supply and grab a few boxes of assorted colored envelopes.
- Keep it simple – if you are sending out postcards, keeping the graphics simple is more effective then trying to cram photos, text and graphics onto one side of a over sized postcard. Use a folded card that the person has to open to read.
- Stamps – use a real stamp and if possible one that fits the season or occasion. Metered mail is just boring and looks like a mass mailing.
- Bonus tip….Timing – try to send your mailings out so they deliver on a low mail volume day. You can contact your local postmaster and ask what is best in your area
These are just a few little tricks that I used in my practice. My staff would assemble, address and stamp the mailings and I can tell you the response was a lot better than not applying these tips.
Don’t forget to include your business card and always add your link to your practice website, especially if you are wanting to capture their email address for follow ups with some great email marketing.