How to Effectively Leverage Direct Mail in your Campaign(s)

Direct mail counts as one of the oldest forms of business advertising that is still in use by companies of all sizes. Despite its age and the doubts some have about its viability, it is still one of the most efficient and cost-effective methods of achieving targeted advertising. The proper understanding of how to plan and create an effective direct mail strategy is important for anyone trying to market their business.

One of the best parts of direct mail marketing solutions is the ability to tap into your creative side! The design aspect of direct mail development allows you to unleash your imagination and artistic skills. While the design process for items such as direct mail postcards is fun, there are a few recommendations to keep in mind to ensure your design makes the desired impact. It has been said that 20% of the success of a direct mail campaign comes from creativity. In other words, an eye-catching design is vital to achieving the desired response rate and return on investment (ROI). 

Five Tips for Your Next Direct Mail Campaigns

1. Include a Picture in Your Direct Mail Message: The inclusion of a compelling image will make your message more personable to the public. Images serve as visual cues that help people better understand your message and also remember the information you share. Pick images that best represent your business so they effectively compliment the mood or tone of the message. Many businesses try to pick photos that tell a story, convey an emotion, or share ideas with the audience.The images should also have a consistency that works across all marketing channels including print, websites, email and social media platforms. The imagery should be able to deliver the same message on every channel so the public will not misunderstand it. The consistency of the images gives your campaign an integrated approach.
2. Implement the use of Dimensional mailers: A dimensional mailer is by far the most effective form of direct mail. Some industry data indicates dimensional mailers have a nearly 100% open rate. According to sources, dimensional mail had the best B2B response rate of any direct mail at 8.51%. This effectiveness, however, comes at a price; but, if you have the budget, a dimensional mailer will earn you a higher return on your direct marketing campaign than any other type of direct mail.
3. Handwritten Direct Mail Postcards or Use a Handwriting Font: The personal touch delivered by handwriting will increase your open rates. In turn, this grows your response rates and improves your ROI (return on investment). Handwritten fonts work to imitate actual human penmanship at a much lower cost than hand addressing mailers. The use of handwriting generates positive emotions from your prospects and also makes them feel special and valued by your company. You can also use automated variation fonts for more options when it comes to the appearance of your fonts thanks to the multiple variations in numbers, words, and letters.
4. Include a Call to Action: When deciding on your call to action, be specific so there is no doubt about the action you want the customer to perform.  Some common examples include “Call Now” or “Order Today for a Free Sample” (as it adds value to the action).
   Look for ways to share how the prospect or customer benefits from responding to the direct mail piece. In other words, answer the question, “What’s in it for me”?” Be sure the call to action adds a sense of urgency! Implying product scarcity or the fear of missing out on an exclusive benefit can motivate customers to take action.
5. Make it Easy for the Customer to Contact You: Don’t make it difficult for your target audience to figure out how to contact you. Be sure and provide your phone number and email address or your website information and social media platforms.

Don’t Spend Too Much Time on Design

While a visually appealing design should always be a goal of direct mail campaign solutions, don’t spend all of your time on design. This is only a small part of creating successful direct mail marketing solutions. 

In general, you should follow the 40/40/20 rule. This rule states that the success and total ROI of your direct mail marketing efforts depend on three factors:

1. 40% of your success comes from an effective mailing list
2. 40% depends on a compelling offer
3. 20% comes from everything else (the design, copy/text of the mailing, images, and the delivery date and delivery method)

This rule should be considered more of a guideline than an unbreakable rule. It is being mentioned so you know how to best direct your efforts when planning and executing a direct mail marketing campaign. Business owners often spend way too much time coming up with a flashy and colorful design they are sure will make everyone take notice of their company. They spend so much time on the design that they don’t spend enough time putting together the offer and/or the mailing list. This is a very common mistake that you can easily avoid in the future. 

When you are ready to plan your next direct mail campaign solutions, NextPage has the experience to help make it a successful campaign.

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