We all receive direct mail. Many recipients, unfortunately, refer to this marketing strategy as “junk mail,” throwing out the envelope before they even read it. So why is direct mail such a cost-effective marketing strategy for so many businesses and companies? As it turns out, direct mail really works, but only if you do it well. Here are some ways to make your direct mailing strategy cost-effective and appealing to potential customers.
Follow the Rules
Believe it or not, many agencies that run direct mail campaigns don’t follow the rules and regulations set by USPS. This should be a no-brainer and can save tons in lost revenue.
Don’t Resort To Gimmicks
If your direct mail envelope has the word “urgent” on it, you’re only going to be creating a negative experience. As it turns out, if your potential client is panicked about the mail, they’re going to be much more likely to ignore it.
At the same time, though, the recipient should think that your direct mail is important. Your snail mail should look appealing without being garish. Addressing mail to the individual person, rather than the “current resident,” is one of the most effective ways to make sure that the recipient actually opens the envelope.
Cater To Your Audience
It’s not enough to address the envelope to the right person. If you are selling pet supplies and the recipient of your mail doesn’t have a pet, then you’re out of luck. It doesn’t matter how cute your catalog puppies are—if they don’t have a dog, they’re not going to buy a dog bed.
So how are you going to get in touch with these people, anyway? To increase your ROI with direct mail, the best way to go is to get a mailing list from a reputable company. Do your research—don’t get your information from a shady company that will cost you a lot of money and only give you false leads.
Be Creative, But Not Cutesy
Many agencies think that by being cute or clever they’ll win over their clients. This is not necessarily the case. The best direct mail is creative without being over-the-top. If your mail looks too cutesy, you may well lose your recipient before they even open the envelope, which means you’ve lost them by trying to tell a joke. Err on the side of caution so you don’t muddy up your message.
Consider the Visuals And the Feel
It’s a funny little detail, but one important part of a direct mail campaign is to use nice paper with a nice printer. If your mail is flimsy or poorly printed, people are much less likely to take it seriously.
Finally, if the direct mail pays off and they end up buying your product or paying for your service, a great way to make sure they stay engaged is to send a personalized brochure or letter. When you’re conducting a direct mail campaign, one of the best things you can do is follow up with your recipient.