Direct mail, within its most simplified state, is marketing via the United States Postal Service. It’ll include a broad array of marketing materials like catalogs, brochures, postcards, and sales letters. Direct mail campaigns are utilized by corporations and businesses to target the people who are more than likely to take advantage of their mailed offer. An excellent direct mail campaign may assist companies in maximizing their marketing dollars by just mailing to the most highly possible prospective customers and sending nothing to the ones who aren’t likely to be interested.
As businesses have long known, such marketing is an extremely profitable marketing channel which, as properly executed, will deliver high response rates and great returns. Whether you are wanting to reach out to existing customers or search for new customers, it’s a proven method of reaching the exact individual who has been searching for what you’re offering. This post has the goal of helping to take full advantage of direct mail, as well as optimize your response rate of direct mail.
Creating an efficient direct mail letter doesn’t follow the traditional rules of writing a postcard. An envelope mailer doesn’t necessarily need to be visual in order to solicit an amazing response and it may be wordy, unlike the usual 6-by-11 postcard mailer. Truth be told, some of the envelope letters which create the highest response are the most simplistic ones.
They’ll Get the Highest Response
An oversized envelope will render a 5.0 percent house list response rate, as well as 2 percent prospective client list response rate, according to the 2015 Direct Marketing Associations Response Rate Report.
Beating out constantly used postcards that render a 4.25 percent house list response rate, as well as 1 percent prospective client list response rate. One other fun fact to note is the letter size envelope being the 2nd cheaper direct mail cost per response format (only $58)!
Keep Things Personal
Personalization is potentially amongst the most critical aspects of accomplishing a higher response rate from the letter mailing campaign. Mail merging and personalized variable data are a necessity to allow the recipient to know that they got the communication because they were carefully chosen to be part of a concisely defined goal. The direct mail letter provider ought to have accurate, up to date, and clean lists in order to reach the proper demographic to accomplish your objectives. (if you aren’t utilizing your very own database list) Select the list provider which may attain the public record data needed to catch your reader at the right time that the product/service is needed. Plus, more importantly, the proper list to be a proactive option to a recipient’s problem.
The Proper Formula
As with all things in life, you have to have balance. The letter, irrespective of the objective, must:
- contain a definitive headline which states your goal,
- have the body of the letter gain a reader’s attention and produce interest in the offer,
- make the response clear and easy to assist the process of ordering along and shorten your sales cycle.
According to what was mentioned earlier, the envelope letter ought to be extremely personal. The perfect customer’s name and right specific demographic details ought to be integrated. The headline of the letter should offer details about the reasoning behind your mailer. The body ought to be pretty short, concisely defined, attention-grabbing, as well as have an offer present. Lastly, make it simple to redeem. Follow your offer with a large benefit, step-by-step process for ordering, as well as guarantee your offer in order to stress urgency.
From local businesses to large utility companies, direct mail letters produce the highest results for attracting existing and new customers. There’s a reason why direct mail comprises 52.7 percent of the national marketing budget… because it’ll receive genuine responses! Letters are able to offer recipients most of the details needed to make the purchasing decision… which means more money and shorter sales cycles.
Within a world in which 39 percent of consumers patronize a company as an outcome of bulk mail ads, savvy and smart business owners are utilizing offline and online marketing channels to boost brand awareness.