Keep direct mail short, simple and personal

Share this content:
David Wilson
David Wilson

Direct mailers all know about the relative importance of factors that contribute to direct mail success and above all, the value of constant testing to maximize return on investment. We also know that even in 2011, direct mail is a crucial component in any direct marketing mix, mainly because of its versatility and its ability to deliver new customers and upsell current ones.

However, we've got our work cut out for us, from declining response rates and do-not-mail registries to escalating costs amid declining marketing budgets. Getting opened and getting a response takes creativity and focus to make the package interesting and the message engaging. Here are five proven response enhancers:

  1. Bulk it up. There's nothing like adding a little heft to a package, by including a “freemium” or a bulky brochure, and printing on substantial stock. Think about the impression you'd make with an envelope made from Tyvek to get prospects intrigued and eager to see what's inside.

  2. Make it personal. Everyone enjoys receiving greeting cards. To get your piece opened, the greeting card format makes a great impression for your brand, especially when developed with the right mix of personalization and salesmanship.

  3. Assume they don't read. In this age of too many devices and ever-more distractions, the more quickly you get to the point, the better. Cut letter and brochure copy and be relentless. Give them only the headlines.

  4. Make it interactive. What is it about scratch-offs that makes us want to reach for a coin and get busy to see what's underneath? Whatever it is, they get prospects engaged and the mail opened. So do stickers, zip-strips, tear-offs, pull-tabs and other interactive devices.

  5. Warm ‘em up. For lead generation, e-mail makes a great introduction to direct mail and vice versa. Use them together and throw an outbound call in the mix to test the best sequence and number of contacts. Then watch response rates soar.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above