Boost Your Response Rates: Why Direct Mail Marketing Campaigns Still Work

When an email just won’t get through to your intended recipients, what do you do? Consider going old school and turning to the trusted, proven, and effective form of snail mail. These days, it is a road less crowded and easier to stand out in.

Yes, it is more expensive and can take more time, but it can be far more effective and create much higher response rates. Before you just hit print and post, consider how you can increase the success rate of your targeted recipient receiving and opening your mail piece.

The Envelope: Your First Impression

There is a lot to cover when it comes to a great printed direct mail piece, and far too much to cover in one article. So, we will spread it out over a few articles. Let’s start with what the client sees first—the envelope. The envelope can help ensure that your marketing piece gets to your intended recipient and grabs their attention! A custom-printed envelope not only screams professionalism but also gives your client or prospect the feeling that you have invested in and truly care about their business.

You can apply the same rule to all marketing: 40% call to action, 40% copy, and 20% creative. The key is to capture the recipient's attention and get them to take action and open the envelope. If you don't have the budget for flashy envelopes, or you don’t think you really need 500 or 1,000 envelopes, consider using a standout sticker as an option. When addressing the envelope, personalise it! Where possible, use the recipient's name rather than something generic like “To the manager.” If you see your name on the front, you are more inclined to open it.

Consider handwriting your prospects' or clients' contact details on the front, or if your database is too large, use a handwriting font. One client hired several university students with great handwriting skills to handwrite the name and address details for a sizable database.

Attention to Detail

A very important tip when investing in a printed direct mail marketing campaign is to ensure that you have cleansed your database and made sure your contact details are up to date and that all spelling is correct. Attention to detail goes a long way in earning your recipient's respect and demonstrating that you care.

Real Postage Stamps Add Value

Depending on the size of your campaign, don’t underestimate the value of applying a real postage stamp on the envelope. It can make your direct marketing piece feel less like a mass mailer, and for a small cost per piece, it might be a great investment! The key is to test and measure the opportunity cost of each campaign. Are you tight on physical resources or the dollars you can invest? Do you have a large database to reach out to? Think about breaking it down into several smaller campaigns.

Start Small and Scale

How do you eat an elephant? One bite at a time! (Metaphorically speaking, of course; we don’t condone eating elephants, and no animals were harmed in the production of this article.) The important thing is to start taking action, getting your campaigns out, and as they generate results, reinvest some of the return straight back into your marketing activities. Keep on sowing and reaping. These days, it is amazing how much bang you can get for your buck when it comes to adding both a splash of design and colour to your envelopes.

Consider the Return on Investment

Yes, it can cost more than an email, but it is important to consider the possible and greater return on your marketing investment (ROMI). The power of print and the return on investment it can deliver when creating a well-designed printed direct mail campaign will surprise you.