If your direct marketing email or postal campaigns are falling short of expectations, here are ten tips for improving response rate.

1. Carefully target your audience.

Identify your most likely customers and if necessary, create different versions of your direct mail marketing materials for to each specifically targeted audience.

2. Solve your customer’s most irritating problems.

Most customers don’t buy products, but they do buy solutions to problems. If your product solves a critical problem, pull out all stops to let your customers know.

3. Help your customers achieve significant goals.

If you can clearly show that your product or service will make your customer’s lives easier or better, your sales volume should improve.

4. Focus on your customer’s needs, not your product.

Customers have little interest in your product or company. But they have unlimited interest in their needs, solutions to their problems, and making their lives better. Concentrate on fulfilling their needs through the use of your product or service.

5. ALWAYS stress benefits.

Always concentrate on how your product will benefit your customers-both logically and emotionally.

6. Repeat your key benefits in the beginning, middle, and end of your email, letter or brochure.

Tell your readers once, tell them again, and then tell them one more time. Remember, people buy benefits, not products.

7. Use the “4 to 1″ rule.

Your sales copy should contain four “you’s” to every one “I.” Customers want to hear about their number one priority-themselves. One of the best ways to convey that you understand your customers’ needs is to use plenty of “you” language.

8. Use a stop-them-in-their-tracks headline or first sentence.

Either the headline or first sentence must be very powerful in order to convince your prospects that your letter is worth reading.

9. Use sub-headings liberally.

Subheads help break up long blocks of copy. They also act as a “hot point” outline to pull the reader through the key ideas of your email or ad.

10. Seize the reader’s attention immediately.

Don’t waste space building up to your blockbuster points. Start with them. You have only a paragraph or two to convince your prospects to keep reading your letter. Give them what they need to make sure they continue.

Improve your response rate for your next direct mail campaign by using some or all of these techniques.

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