6 Ways to Rock Direct Mail Results
Direct mail is often viewed as boring in our digital world. Yet, when done well, it packs a powerful punch. Use these 6 tips to rock your direct mail results:
1. Make Mailers Useful
Consumers use scrap paper every day for grocery and to-do lists, websites, phone numbers and such. So, why wouldn’t you want to help them out? One of our healthcare clients sent out a New Year’s resolution sheet (with business info, of course). It was useful and got results long after the holidays. Why, because it was in brand context and provided fresh, on-target value. We encourage you to think about additional uses - patients sure do.
2. Unlike Gravy, Lumpy Mailers are Good
The primary goal of a direct mail campaign is for recipients to read your mailer. Lumpy mailers get results. Some open rates have been estimated as high as 95%. Lumpy mailers play on our basic curiosity – we just have to know what that weird lump is! Of course true results only come by giving recipients personal, relevant and compelling call-to-action combined with a strong value-proposition.
3. Creativity Wins
“Direct mail can be very powerful. The key is breaking through the clutter. Last Valentines, we sent out ‘Messages in a bottle’ to a client customer list inviting them to bring themselves and a friend to an event. Each message was personalized to them. The response was overwhelming. People loved it. The key takeaway is to send more creative messages to less people. Focus on quality, not quantity.
4. Tailor Your Content
Invest in learning about your customer, and communicate with them accordingly. Leverage information on customer purchasing behavior and shopping preferences to segment and personalize marketing. You’ll create meaningful content that resonates and drive sales.
5. Partner Up
Partner up with a complementary company to increase the value of the piece. By doing this you can deliver more creative and useful pieces with a stronger value proposition. Tap into their customer base as well and use the piece both ways.
6. Use a Stamp & Get Personal
Consumers can tell when something has been mass-mailed. If you make the envelope look like it came from a person rather than a machine, your piece is more likely be read. Try using stamps instead of metered mail, and use a font that looks like handwriting instead of typed text.
Prepared by Chris Lowers, Dec 1st 2018