Direct mail marketing success is calculated by the response rates. But getting great response rates is easier said than done. We have some quick tricks and tips to help your direct mail get read and acted on.
Depending on how one crunches the numbers, direct mail has a response rate of up to 10 to 30 times that of email
Source: Direct Marketing News
Direct Mail Marketing Tips
1. When you design direct mail marketing materials keep your message concise and to the point. Too much text can cause a reader to lose interest in your pitch before they can realize the benefits that your products can provide.
2. Include a gift or valuable offer that readers will have a hard time resisting with your direct mail offer. This will make the recipient want to respond to your material instead of throwing it away without even looking at it closely.
3. Offer homeowners a free trial of your service for a limited time only. This time limit will make the recipient respond faster if they are interested, and if they are not interested, you want to know this as well.
4. Choose your targeted demographics carefully. Examine which populations are the most likely to respond or to buy and use your products or services, and then target these groups with high quality mailing lists.
5. Before you buy any mailing lists for your direct mail marketing campaign check the accuracy of the information on these lists carefully. There are companies that sell outdated mailing lists and these could cost you dearly, wasting your time and money both.
The more careful you are in analyzing and selecting direct mailing lists, the better your chances for success.
6. Don’t make any claims that you cannot back up. If you make claims in your mail materials then you also need to back these up with details, statistics, facts, or other forms of verification to maintain credibility as a business.
7. Let new homeowners in your area know that you are an option. There are a number of places that you can get a list of new home purchases in your area. This can be a helpful tool which can generate many leads and higher response rates when you do it right.
8. Use a professional copywriter for your direct mail marketing materials. This may seem like an unnecessary expense but an experienced copywriter can create incredible text and help polish your message so that it is well received.
Most potential buyers or clients are searching for help to a specific problem. Your copy must tell the reader how they will be helped.
Source: Our article, 12 Things to Know When You Evaluate a Direct Mail Copywriter.
9. Give homeowners or businesses a list of reasons why your products or services are better. A bullet list is more reader friendly and helps you list more benefits in a shorter space without crowding your materials.
10. Have someone whose opinion you trust review your direct mail materials and tell you what they think. Sometimes a third party can offer suggestions or see things that you do not notice.
11. Use a stamp instead of metered postage for a personal touch. Studies have shown that people will open mail that has a stamp first, and some will not open a metered item at all and will just throw it away instead.
12. Use colored paper or unusual patterns with your direct mail marketing materials. These features will grab the eye of the reader and get their attention right away.
13. Include a reply card for lead generation when you send mail to homeowners and renters both. People are more likely to respond if you make it easier on the individual to reply to your material.
14. Offer a risk free guarantee with your direct mail marketing campaign. This reassures the reader that they have nothing to lose and everything to gain, and they will be more likely to respond and possibly convert.
15. Talk with an experienced specialist in direct mail marketing to get advice on how to make your materials and campaign results even better. A consultation may cost a little money but it could be well worth it.
16. Offer a discount in your direct mail marketing material, but make it clear that the discount is for a limited time only. Once the discount expires, the normal price will apply.
17. Keep your paragraphs short and easy to read, whether you are trying to attract homeowners or business executives.
18. Personalize your message for each targeted population, even if this makes your direct mail marketing campaign a little harder to plan and manage.