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September 23rd, 2010 |

Description of how people read the results of Direct Mail in higher response rates

With an extensive range of camera-eye studies, Professor Siegfried Vögele, dean of the Institute of Direct Marketing in Munich, Germany, examined the precise movements of the eyes of a subject as he or she opened and read mail.

The study found that people read the outer envelope first. Then, after the envelope, the reader becomes the letter box, and finally in the response device.

If the reader passes the inspection of our budget, on average, we only have about 11 seconds before the reader decides to read the letter or trash it.

With so little time to make our sales, knowing how readers to consider the direct mail packages is essential. Fortunately, Vögele professor with the findings, we can now increase our response rates positioning of our most powerful copy to increase readership. (And we can improve the position copy requires otherwise might distract the reader's attention from our sales pitch.)

Here are the most significant findings of the report.

Using flow eyes open for her on

Vögele teacher research confirmed that, on average, gives the reader only 7 seconds to convince them to open the envelope.

Surprisingly, most of the 7 seconds is spent in the back of the envelope as is open. The front of the envelope can draw attention first, but the back and care.

When you open an envelope. . .

· The eyes first review in the recipient's name and address (Teaser copy must be close as the reader's attention here is the first.)

· Then quickly, keep your eyes on any headlines or images close to the address.

• The eye moves next to the address return in the upper left

· Then through the page for stamps, printing meters or signs shipping charges before is bound to open more active.

Once the reader becomes the envelope, the eyes go to the top left, looking quickly any image or copy. Eyes and jump to the top right and the envelope is opened. (Most readers Envelopes open from left to right eye following the movement of the fingers.)

Remember that with reader spending only 7 seconds on the front and back of the outer casing, our message must be quick and to the point.

Argument position your sales copy to improve performance

Common sense tells us that we will get better results if our receivers to read the letter. Professor Vögele studies tell us:

Readers · Start at the top of the letter of the first reading of his name in the address and salutation

· Then, go to the end of the letter to see who signed the letter

• And from the company, readers often go to the PS

But instead of going immediately from the greeting to the firm, most eyes tend to jump around the page, pausing for a brief fraction of a second to take the text that is highlighted.

Underlining is the most common way of calling attention to its text, but also may reveal all with color and with sub-titles.

By making use of stress, it is better to highlight a few words instead of a whole line. And regardless of how to highlight text, do so to the benefit to the reader.

After the reader completes its analysis of the salutation, signature and PS, they often return to the highlighted text. Use this to your advantage to highlight text that includes benefits to the reader.

Who writes?

When signing a signer of the letter is hard to read the eyes tend to go there several times and body language indicates a negative attitude of the reader. It helps you to print the name of the signer of the letter with signatures but if you can Avoid "creative" firms. The reader wants to know who is writing.

The beginning of his letter ends

Once the reader sees that signed the letter, most eyes automatically turn to PostScript. Nine out of ten readers to read the PS before returning to the top the letter.

The PostScript is really the beginning of the letter rather than to an end.

PS Keep an average of two to three lines and use it to reaffirm reader's benefit, offer and issue a specific call for action.

The impact of the illustrations

No graphic element plays a major role in determining how direct mail is read to the illustrations. Before any word in the text is still noted, the eyes will be attracted to the photographs or drawings.

In general, the reader is to be the first images, then holders and then to the outstanding portions of the letter. Four out of five readers who participate in studies Vögele followed this pattern.

Use illustrations to emphasis on profits rather than your company or product.

If you use a large image, put on the top of the letter to draw the reader back to top – not having the eyes move back to the highlighted text. And when using multiple images, to the bigger picture at the top of the page. The eye goes here but then be released to move through the text.

Leading the eye with their designs

Readers often go to the box after the letter, but before the reply form. The reader will search your site quickly and then, if they decide it's worth, starting with the cover front.

From the front cover, about half of its readers to go inside an enclosure folded and the other half becomes the back cover.

Al Like your letter, readers pay attention first to the illustrations with the eyes jumping from one illustration to another before moving to holders of medium and large, while smaller, sectional headings go unnoticed.

Once folded into a box, the normal path of the eye begins with the reader to enter the corner top left and then move quickly to the upper right corner. The eyes then move to one side of "U" goes a little to the center of the output distribution and then in the bottom right.

In 70-80% of the parts studied, the readers are moved across the center of the box "channel" from right left and and quickly moved off the page at the bottom right.

However, if you use a powerful example to the far left and lower or no picture at right, the reader is more likely to extend the "U" to the left and more and more of his message read.

In cases where the figure was only in the lower right, the eyes tend to just go down to that place from the top of the broadcast, having little over two facing pages.

Closing the sale with the response device

Professor Vögele research confirms much of what we know about the response devices. However, their findings have a wonderful "list" as we move to close the sale.

· Use a separate response device, rather than one that must be cut or ripped from another site. Separate response cards are three times more effective than attached.

• Put the recipient's name and address on the reply card. This means that you are expecting a response and encourages a response.

· Use the name of an individual in the return address. It says "that" is awaiting a reply.

• Use of court heels – they're like have a receipt – and the use of color to offset all that is separate.

· Ensure that all logical questions are quickly answered reader. Tell them what to do, how and how much risk they are taking. (A risk to overcome thanks to its warranty.)

• Describe the benefits the reader will get the answer.

And be sure to tell your reader what to do, how and when.

***

Direct the eyes of readers to your strongest selling proposition is almost certain to increase response rates. And direct marketing, we owe our clients to practice all known techniques to increase profitability.

About the Author

Hugh Chewning is a professional direct mail copywriter and consultant who helps consumer, nonprofit and business-to-business organizations acquire, retain and cross-sell customers. You can find more about Hugh’s approach — plus his free-package critique offer — at www.cdmdirect.com. And for more free tips on how to improve your mail’s profitability, sign-up for his free blog, Direct Mail Insights.

About the author:

Copyright © Hugh Chewning. All rights Reserved. You may reprint this article online provided that you keep the links live and keep all the content “as is,” including title, author byline, article text, and “about the author” information.

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