Using Video to Boost Direct Mail Results

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In simplest terms, your ability to get new customers through direct mail is a function of your response rate (the number of people who take the suggested action…call, email, visit website, etc) and your conversion rate (the number of responders who go on to purchase your product).  You can have a million responders but if they do not buy the product, what’s the point? 

Eastonsweb Multimedia Direct Mail Postcard

Adding website video to the response chain is a great way to boost your conversion rate.  A scenario might unfold with the prospective customer receiving your direct mail postcard, visiting your website as directed, watching a video that pumps them up, then eagerly contacting your office with credit card in hand.

If done RIGHT, video has been shown to increase buyers (conversions) by up to four times. I stress here, if the video is done right.  A poorly made, amateur production will repel would-be buyers like RAID.  A well produced video can:

  1. Make your offer tangible, like a juicy burger to a starving person
  2. Add credibility (SHOW customers raving about your product, feature past press mentions “As featured in the NY Times…”, etc.)
  3. Available 24 hours a day
  4. Spread your offer virally
  5. I could go on

Think of your video like an electronic salesman.  His message will be effective, consistent, he never gets tired; and best of all, he always closes the deal.  To reduce video playback issues, I suggest using Flash video, as more web browsers are equipped to playback the video without installing new software.

Related Topics:

  1. SEO Marketer Increases Web Conversion Rates by 400%
  2. B to B Magazine Says b-to-b Users Love Video Content
  3. Sales Video Tip: Don’t Forget About Your Best Salesperson, Your Customer!

I would love to “hear” your thoughts.

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4 Responses to “Using Video to Boost Direct Mail Results”

  1. Look Before You Shoot: Tools without Tactics « The Eastonsweb Multimedia Blog Says:

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