Are your potential customers compelled to open your mail?
Everyone gets mail and that's why it is still one of my favourite ways to market memberships.
In order to get your mail opened and capture your reader's attention, use GRABBERS. Grabbers are promotional items or gadgets in letters that give you a better chance of the recipient opening and taking notice of the letter. Arouse curiosity using items such as pencils with rubbers on the end, fridge magnets, balloons, tea bags, rubber bands or coins - all opportunities for you to brand merchandise with your logo, for example.
Golden rule!
Make sure that you attach your item to your sales messages or header. For example:
- Header: How to use your flexi programme to give yourself the best body ever (flexi = non-contract membership).
- Grabber: Simply enclose a big, brightly coloured rubber band with this letter.
- Header: Don't make a mistake when choosing the right health club for you.
- Grabber: Enclose a pencil with a rubber on the end with this letter or a rubber.
- Header and grabber: Your FREE fitness test. Can you blow up this balloon?
- Grabber: Insert a balloon with this letter.
Making your letters appear lumpy by enclosing gadgets means they are more likely to be opened, read and therefore your response rate will increase. Don’t be afraid to get creative and include a new USP in your mail-outs to ensure you stand out from your competition and this will really pay off.
Lesley Aitken
International Business Consultant
Mobile: +44 (0)7815 800 939
www.fitpro.com/business/training