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Provide An Incentive With Your Direct Mail

A recent survey by online small business community Manta found 77 percent of surveyed companies plan to increase their spending this year, with nearly half of those respondents citing marketing as their top priority.

With increasing competition expected in coming months, business-to-business services may want to review some of their marketing strategies. To begin, consider your company's direct mail initiatives.

While well-written copy, attractive design and a handy layout may be enough to turn the heads of your direct mail recipients, the message needs to contain relevant and interesting content as well as promotional offers or deals to incite prospects to action.

"Incentives to respond are proven to have a measurable effect on conversion," writes the website MarketScan. "It doesn't have to be anything complicated: A straightforward 25 percent discount for the first 50 customers or 'throughout the month of August,' for example, can significantly improve response rates."

While such incentives may excite your prospects, it is a good idea to end your message with a specific call to action. Tell them to visit a certain website, call a phone number or sign a return envelope, and also be sure to provide some sort of timeframe for your offer.

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