When it comes to Direct Mail, there are three keys to success:

• The quality of the mailing list
  (Your own list is better than purchasing a list from a third party)
• The compelling reason to act now (the offer)
• The creative approach

ReSound’s Marketing ReSource Center leverages best practices to help you create compelling direct mail campaigns that engage.

Best Practices

• Use tested campaigns
• Use images that help people relate (e.g. images of older people, but not “too old”)
• Tread carefully on the notion that hearing aids should be completely unnoticeable
• Ensure that the 5 Ws are present:
  – Who is selling?
  – What is the product?
  – Why should they buy it (now)?
  – Where can they buy it?
  – When can they buy it?
• Use color – it works!
• Bigger is better (don’t make text too small)
• Make sure you can track conversions that come directly from your campaign

When it comes to the “offer”, research shows that the most compelling offers are as follow:

1. Free 30-day Trial/Test Drive (call to action, reason to believe)
2. 30% off (helps address cost concern)
3. $500 Trade-in Event (…if you have something to trade in….)
4. Free accessories
5. Free Mini Microphone
6. Free Lunch and Learn
7. Open House
8. Free 32” flat-screen TV with purchase