As it’ll come to direct mail, it’s important to treat a mailbox like the most difficult real estate piece to occupy. The 4 success keys involve comprehending your information, the dimension and size of the mail, content in the envelope, as well as testing.
It’ll begin with determining your budget, as well as best case response rate results. They go hand in hand. As you construct a new home, you establish the foundation prior to adding the walls. Within that case, the desired rate of response includes your foundation and your budget will represent the walls. Your budget starts with the kind of packaging you’ll use, as well as what type of incentive or offer you’re prepared to include. Be certain that you include charges for postage & handling, which may be as high as 70 – 90% of the overall expenses.
Test the Limits
Just the most solid mail offers will survive. Testing assists you in better understanding your customer, as well as prospecting lists. Begin with a small sample plan prior to moving full speed ahead upon a major project.
1. An efficient test starts with the target audience. You must have an updated, clean list to work with. As you operate a smaller test sample, offer yourself a possible 100% rate of return without returns because of moves or bad addresses. All mail houses have to utilize National Change of Address information to be eligible for USPS pre-sorted rates. You should always ask for addresses back with any changes—that way, you may update the database, as well as make sure of its accuracy.
2. I’d test by splitting groups utilizing various packaging and providing a different incentive. Will a one dollar off coupon get the job done, or will a two-for-one coupon that is tied to a site promotion be better?
3. Size will matter; testing vibrant colors always is suggested. Utilizing standard #10 white-colored envelopes guarantees a lower rate of response, unless you’re giving away cash. This may work for blast mailings, in which the rate of response will be measured directly to the right of a decimal point. Utilize testing to check which combination of colors and size stand out to the audience.
Today, Size will Have Impact
There are some reasons to test large mailers. To begin with, “bulky,” dimensional mail is as far away from an envelope that is plain as you may get and oftentimes brings response rates to the left of a decimal point. That is the type of thing worth testing, particularly now that the USPS provides simple sampling that decreases the expense of sending a sample to a consumer.
One other reason is a USPS policy which went into effect upon January 27 requiring all domestic parcels to utilize an Intelligent Mail package barcode. The large label will force marketers to rethink what will go on the front of any piece of mail, and large pieces of mail offer you more room to work with. Testing shows you if this pays off.
With less outside space to work with, attempt to use the inside to print a message or a coupon which leads the recipient to a social media page or a website One other thing to test is to use the package’s center for a complimentary premium item. Sending out a game board, pairing items (a toothbrush and toothpaste), or a membership card, of course, will add to the cost. However, adding in a QR Code to it along with one other offer might make all the difference at producing a response.
Loyalty and Data
An increasing amount of marketers are transferring their budgets towards rewards or retention programs for existing consumers. If your company only is comfortable with acquiring new customers, it is recommended to change your thinking now.
The 80/20 acquisition plans which took root within the ‘80s—spending 80% of a budget to locate new clients and just 20% on existing customers—began to change in the year 2008, or around the exact same time the economic recession took hold. With an increasing amount of retention and rewards programs being offered, and with CPG companies and retailers leading the way, this dynamic flipped. It is simpler to sell an existing customer who already is familiar with your services or products.