Direct Mail [Still] Works
Reflecting on the different ways to get your message in front of your intended audience, you may be thinking about marketing emails, social media strategy, or hosting an event. All of these are essential to a well-rounded marketing plan. But a piece is missing. You’re forgetting direct mail.
“Snail mail” may not seem like it fits in with our technology-driven world. But direct mail has proven itself as a vital piece of any marketing strategy. Consider the following statistics:
- 56 percent of consumers believe print is the most trustworthy form of marketing
- 59 percent of U.S. consumers like to get mail from brands regarding new products
- 40 percent of consumers will try a new business after receiving a direct mail piece
While direct mail is most effective as part of a multi-channel marketing approach, it holds real potential for boosting your business. One thing that helps direct mail stand out is the personal touch it can bring. Here’s another statistic: 70 percent of Americans believe that mail is more personal than the internet. There is so much competition for consumers’ attentions. You need a way to show consumers that you value them as distinct individuals and can satisfy their individual needs.
Personalizing your mail changes the emphasis of your campaigns from what your company does to who the consumer is and how your company can fulfill the consumer’s needs. Your goal is to make a connection with the recipient, whether you are contacting them for the first time or are maintaining an existing relationship.
In an InfoTrends Growth Survey, 55 percent of respondents said personalization of a mail piece increases the likelihood that they will open it. If your goal is to get your message in front of more consumers, your strategy should include personalization. While it takes time to segment your mailing list and create more specific content, you’re going to see an increased rate of recipients opening and acting on your mail piece—a significant return on investment.
One of the most basic ways to personalize a direct mail piece is to use each recipient’s name. It can be placed in the salutation (i.e., Dear Bob) and throughout the piece.
Names should certainly be used over addresses such as “Dear Friend” or “Dear Supporter.” These aren’t wrong. But the less personalized your mail piece is, the less likely the consumer will be to open and to act on it. General terms like “friend” are inclusive. However, it gives the sense that the recipient is one of many, rather than a specific individual that you wanted to reach out to.
Depending on how much you know about the members of your mailing list, you can customize your mail pieces to be as specific as you want. For prospective customers, the information you have will vary based on what you’ve managed to gather. At the very least, you can segment your list by geographic location.
If you’re mailing to current customers, you can draw from information such as past purchases or how long it’s been since they’ve placed an order. This will affect both the type of mail you send to them as well as the wording and content of the mail piece.
In one example, Target sent personalized direct mail to a group of customers who had spent over a certain amount on their Target credit card. The mailing included coupons based on customer purchase history. Target saw a 50 percent increase in response over non-personalized campaigns they had run in the past. Having the data to be able to identify distinct groups to target can have a big advantage for your marketing strategy and generate more sales.
The end of a direct mail piece offers a final way to personalize the piece. Thinking in terms of a letter format, have the letter be from an individual at your company. And, have that person sign the letters for a personal touch.
Research shows that one of the most important parts of a sales or fundraising letter is the P.S. Very often people will look at the opening of the piece, then turn to the back to see what the offer is. If there’s a P.S. there, they’ll often read it before anything else.
So make sure you always put an appealing P.S. that reiterates the most important points of your sales pitch. Remember, you want every part of your piece to work hard for you. Make sure your P.S. is doing everything it can to convert the sale.
Another way to bring personalization into your mailing is to hand address envelopes. This may be ineffective for bulk mailings. But if you have a smaller mailing and can take the time, hand written envelopes could be the personal touch that encourages a consumer to open your mail piece.
Envelopes are important to consider for any mailing. You may want to give some additional thought to the appearance of your envelopes if you are using them for your direct mail piece. Traditionally, window envelopes have been used for mail like bills. Using them for your marketing mail can have different effects. Because they appear like a bill, these pieces are almost guaranteed to be opened; however, the recipient may be unhappy if they perceive your use of the envelope as a deception.
You can also make your direct mail more interesting by creating a teaser, an image or phrase to print on your envelopes. The hard work you’ve done to personalize your direct mail piece will be lost if the mail is unopened. Your envelope has to be enticing enough for the recipient to become curious about what’s inside. A teaser could include your logo. It should suggest what is inside without revealing too much. And, never falsely represent what the recipient will find if they open the envelope.
As with any marketing strategy, you’ll want to test different approaches to personalizing your direct mail campaigns. The basic tenet of incorporating personalization in your direct mail pieces is to show value. Including aspects that are personal to a recipient gives them the sense that you value them as a unique customer. By using your direct mail to speak to consumers’ individual needs, you are also helping to show the value your business can hold for the consumer. This gives them a reason to look for you for their next investment in goods or services.
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