Implementing a direct mail strategy as part of your overall marketing approach can help your business better reach its target audience and drive more conversions. In fact, one study showed that 62% of consumers who responded to direct mail campaigns also made a purchase, and another found that 39% of consumers have tried out a new business for the first time after receiving direct mail from it.
How can you execute a direct mail marketing strategy to boost your conversion rates? Here are some direct mail marketing tips to help get you started.
Direct Mail Is Powerful — When Done Right
Direct mail can be an incredibly powerful marketing tool. With response rates that are five to nine times higher than any other advertising channel, direct mail can help you effectively reach your target audience and guide them toward the action you want them to take.
In fact, in 2019, Data Targeting Solutions reported that the average direct mail response rate for prospect lists was 4.9% — the highest it’s been since their report started in 2003. In a digitally-driven world where we are inundated with emails, social media advertising and commercials on television and radio, the novelty of direct mail is only becoming more enticing to consumers.
That being said, there are ways to do direct mail wrong — and some key ways to do it right.
The Big Don’ts of Direct Mail
Don’t Rely on Direct Mail Alone
Any effective marketing strategy leverages numerous channels, so direct mail shouldn’t be the only marketing tool you lean on. It should be just one channel in an omnichannel approach. In fact, using direct mail and digital marketing together can help you increase marketing success across the board.
Don’t Forget To Measure Your Direct Mail Efforts
Your direct mail marketing materials should use tracking mechanisms, such as a QR code or a unique discount code that can be applied on your website. This will help you measure the ROI of your direct mail marketing strategy, better understand customer behaviors and identify trends and insights to improve your future marketing campaigns.
Don’t Send Direct Mail Unless It’s Personalized
If someone receives a piece of mail that is irrelevant to them, they’ll quickly toss it in the trash. Fortunately, something as simple as adding a name to your direct mail piece can increase response rates by 135%. This creates an opportunity to generate loyalty through a personalized, physical touchpoint. In fact, 70% of consumers say getting direct mail feels more personal than online interactions.
How To Do Direct Mail Right
Do Presort Your Direct Mail
Direct mail can be a highly effective way to reach consumers, but large campaigns can get costly since postage is a major expense. If you’re wondering how to do direct mail marketing for less, presorting can be your solution. USPS Presort is a discount that the U.S. Postal Service offers to customers when they sort their mail before sending it. This reduces expenses, processing time in the post office and delivery time — meaning your direct mail marketing materials can reach your customers sooner.
Do Leverage Variable Data Printing
The more targeted your marketing message, the better you can engage your audience. Unfortunately, many marketers try to cast as wide a net as possible with generic messaging when they send direct mail. It may seem difficult to apply the same level of personalization to direct mail campaigns as you can with digital marketing, but variable data printing (VDP) makes it possible.
VDP is a form of digital printing that allows you to change elements such as text and graphics on each printed piece based on information drawn from a customer database or an external file — all without stopping or slowing down the printing process.
Do Implement Print-on-Demand Fulfillment
Print-on-demand is a digital printing technology that allows you to produce materials on an as-needed basis. Instead of printing in large quantities, print-on-demand allows companies to take advantage of the cost-efficiency of small-batch printing. This reduces the overhead costs of printing as well as any waste associated with storing, shipping and disposing of excess or outdated print materials. You’ll also be able to update your direct mail marketing materials regularly to reflect the latest product information, offers and branding.
Learn How To Do Direct Mail Marketing Right With United Mail
When executing a major direct mail marketing campaign for your business, things can get complex quickly. That’s why working with an experienced partner who can help pull everything together for you is a great solution. United Mail is a one-stop-shop for all of your marketing needs, and we make it easier for you to see success with direct mail marketing. Contact us today to get started.