Direct Mail Campaign Tips
Despite the popularity of digital advertising, people still remember and understand better what they see and read on paper. Touch allows the brain to reach a deeper level of engagement, and strategies built around touch should be a part of your marketing campaign.
Direct mail pieces are not a thing of the past. In fact, according to the Data and Marketing Association, the current response rate for household direct mail is just over 5%, which is the highest the DMA has reported, and the median return on investment (ROI) comes in at 29%.
While it is true that mailboxes are less cluttered now than they were 10 years ago, you still need a strategic plan to generate responses. Our customers who take the time to plan out campaigns based on goals and objectives see the best results. Once you have the details of your offer and promotional material determined, here are some tips for effective ways to grab your readers’ attention.
- Be Quick
You have about eight seconds to grab the attention of the person looking through their mail. Your graphics and message are very important. To gain attention, you can use larger mailers, bright colours and unique images. Your headline should be in a large and easy-to-read font that builds curiosity.
- Add Graphics
Use images to convey your message. Your brain processes images much faster than reading text. Choose unique images that build curiosity. The standard stock images are boring, so get creative. Don’t go crazy and fill up your mail piece with images, though. Depending on your format and what you are selling, the general rule is two to three.
- Keep It Simple
A mailer with limited, easy-to-understand copy and images works best. You want people to easily understand what you are selling and why they need it. Too much text is a distraction and can drive people away from reading it. Use bullet points to make your benefits stand out and keep the list short. Pick the top three or four points and use only them.
- Find Ways To Stand Out
Your prospects and customers are looking for unique pieces in the mail and there are some really fun and creative ways to engage your audience. Consider using the following elements:
- Folds: Draw attention to your mail with special folds. There are many varieties out there that can give your piece a unique look. You don’t have to invent your own; many customers of ours use special folds they have researched or received themselves. One we really like is the endless fold. These are folds that just keep going, from panel to panel. They are really interesting and most people flip through them at least twice, prompting more opportunities to read your messages.
- Die Cuts: Using special die-cut shapes is a great way to grab attention. Some of our customers have used a snowflake look or a shape of a product they are selling. We have even seen ones that take on a whole new shape with each panel when opened. This is fun for recipients — it draws them into the mailer and remains memorable afterward.
- Scratch and Sniff: You can create a unique experience for your prospects and customers by adding scent to your mail piece. You may need time to get creative to find the right scent. This strategy may not be a good fit for every company, but if it is, it can leave a lasting impression.
- Technology: Believe it or not, you can add technology to your direct mail pieces, too. You could consider adding sound bites to your mailer so that when prospects or customers open it, they get to hear your message. This works really well when your audience recognises and connects with the voice. Augmented reality is a great way to get prospects and customers to interact with their phones. And a video screen can even be activated right inside the mailer when opened. Not too many companies are utilising video mailers right now, so they really stand out. However, this option is on the pricier side, so make sure it’s a good fit for your budget.
- Consider Size
According to the DMA, flats have the best response rates at 6.6%, followed by postcards at 5.7% and letters at 4.3%. However, you should consider all formats to see which one is the best fit for your campaign.
If you want to design a mail piece that generates a response and a good ROI, you also need to consider the U.S. Postal Service requirements so that you do not end up paying extra postage for what you thought was a fun design element. It is always best to consult with a mail service provider before you finalise your mailer since there are many postal regulations that, if not followed, can cost you a lot of money. They will help you navigate the rules so you can produce an awesome mail piece to drive results for your business.
With your campaign goals and objectives in mind and these strategies to consider, you are ready to create a unique direct mail plan to reach your prospects and customers. So, stop looking at direct mail as an old-school option — look at it as a viable marketing channel that can bring you results.
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Mail Shot Team.