Even though the world is increasingly going digital, direct mail remains as relevant as ever, if not more so. According to a recent study, the percentage of households (across all income levels and age groups) who are likely to immediately read printed ads has been increasing, and now stands at about 45 percent. Not only that, but for young adults (ages 18-21) that percentage is a whopping 62 percent! As a powerful marketing tool, direct mail is clearly on the upswing. The “best practices” listed below will help you get the most out of this effective and increasingly popular marketing tool.
Direct Mail Should Be Accompanied By a Call To Action
As with other marketing campaigns, direct mail is most effective when it contains a clear and engaging call to action. This call to action should be displayed repeatedly throughout the piece, including on the envelope itself. Displaying an urgent call to action will make people more likely to read the piece, and more likely to respond to it.
Provide Multiple Response Methods
Thanks to emerging digital technologies, there are dozens of response methods that you can include in your direct mail campaign. Mail pieces that allow for online and mobile responses, whether through personalized URLs (PURLs), QR codes, coupon codes, or other digital features – are increasingly popular. More traditional response methods such as reply cards, reply envelopes, and printed coupons remain very effective tools.
The More Information You Have On Your Mail Piece, The Better It Will Be
Because they are physically holding the piece in their hands, people tend to spend more time reading printed mailings than digital ads. Since you have their attention, this is your chance to convey everything you want your potential customers to know. While the mail piece should not seem cluttered, it should contain substantive and eye-catching information. This includes branded logos, photographs, charts and graphs, and other marketing content that will quickly and cogently convey your message.
Direct Mail Is Most Effective When It Is Targeted And Personalized
As with all other forms of marketing, the more targeted and personalized a direct mail campaign is, the better its response rate will be. This means obtaining data that reflects your targeted demographic, and making sure that your lists are up to date. Your mail piece should also be as personalized as possible, addressing the recipient by name, while also addressing what you believe to be their specific needs. For instance, if you want to drive recipients to a physical location, you could (using sophisticated geo-tagging technology) provide directions from each recipient’s house to your business—which can even be accompanied by a printed map for an added visual component.
If you are wondering how you can put these best practices to use for a successful direct mail campaign, contact us or give us a call at 866-542-2107.
By Brandon Wuske