Direct mail is still one of the most effective ways to reach customers. In fact, direct mail response rates outperform all digital channels combined: 3.2% versus 0.62% with a house list, according to the Direct Marketing Association.
So, whether you are looking to reach existing customers or attract new clients, consider the following tips to increase your direct mail response rates.
- Be Relevant with your audience. With variable data, content and imagery, you can create relevant direct mail pieces that is relevant to the recipient. Tie the messaging content, imagery and offers to demographic information you have on your customer. Recent research shows that 86% of consumers say personalization plays a role in their purchasing decisions.
- Give them a reason to respond. Include a compelling offer, such as “Open now for 25% savings!” or “Contact us today for a free quote!”. Add a response device such as a Discount Card or tear off coupon to get the consumer involved
- Push the envelope. Try an unusual mailer format such as multiple folds, a three-dimensional finish or a die-cut shape. Anything that stands out in a cluttered mailbox can help stimulate curiosity. In fact, nearly 80% of consumers say that they will act on direct mail that interests them immediately.
- Make responding easy. Give multiple ways to response by including a business reply card and a toll-free phone number. Personalized URLs (PURLs) leading to a campaign-specific landing page are also an effective way to increase response rates, especially considering 43% of people prefer to respond to direct marketing online.