Once your direct mail is sent and on the way to the recipient, there’s nothing else you can do—or is there? Instead of crossing your fingers and simply hoping that your direct mail will be opened, why not invest time to ensure that it
is? Not only will this boost your ROI, but it will also ensure a successful direct mail campaign!
Unlike mobile marketing, you can’t easily take advantage of compelling headlines and subject lines. But similar to mobile marketing, direct mail is all about optimizing your efforts and packaging to make it more appealing to the recipient. Here’s how:
Handwrite the mailing address.
Use a colorful envelope or postcard.
Now, we’re not saying that your direct mail needs to have every color of the rainbow, but think of how this will fit into a stack of mail that your target receives. You want to ensure that your marketing material stands out and is easily recognized. Remember, as humans, we’re visual creatures, so draw attention to your material!
Open with your value proposition.
Issue a CTA. Instead of using tired phrases such as “Confidential” or “Do Not Open,” be forthcoming with your direct mail. For instance, “open immediately,” “free recipes inside” or other phrases that encourage the recipient to take action are more likely to result in your direct mail being opened. CTAs are just as effective in the real world as they are in mobile marketing.
Know when to stay low-key.
Pique your audience’s curiosity.
Ultimately, it’s your audience’s curiosity that will determine whether or not they open your direct mail. The more ways you can make it mysterious or a “must-open” package, then the easier you’ll be able to ensure your sent mail is opened. Make it look friendly, personal and too important to be ignored.