How to spice up your direct mail campaign

Direct mail is a great marketing channel and if you send direct mail out regularly, you’ll know just how effective it is. For example, 66% of direct mail is opened, 82% of direct mail is read for a minute or more and 84% of individuals say personalisation makes them more likely to open a direct mail piece. So with that in mind, if your direct mail response rate is not as high as you’d like it to be or you’ve noticed a drop in responses, you might want to ditch the traditional postcard and do something a bit more unique to capture your audience’s attention.

Here’s five ways to spice up your next campaign…

  1. Make it bigger
    A larger mailer will stand out in your customers’ mailboxes and won’t run the risk of being lost in the shuffle
  2. Make it lumpy
    Include something more than paper. It could be a small sample, magnet, pop-up calendar or pen. People are much more likely to read your piece if there’s something attached to it. If it has your company name or logo on there, great even better – it will keep your brand top of their mind
  3. Make it interactive
    Motivate your customers to take some sort of action. One clear call to action will help boost response rates. Whether you want your customer to visit your website or contact you about a new product, make sure your objective is clear; keep it simple and easy to follow. For example, you could ask them to RSVP for an upcoming event or call by a deadline to receive a special offer
  4. Make it personal
    Personalisation is key, and variable data can add personal information to a message. Whether it’s a simple name or something a little more complicated like purchase history, this is one of the most cost-effective ways to increase responses to your mailing. In fact, research has shown that this tactic generates response rates 3-10 times higher than traditional mass mailings. You might want to consider using a handwritten font for your recipients’ addresses for example

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