How to Use Psychology to Improve Your Direct Mail

Many marketers are struggling to generate leads that convert to sales, and it’s clear that more efficient strategies are needed. Most marketers are well aware of the power of direct mail, especially at times like these. But have they considered how psychology can be incorporated into their direct mail strategy?

Many marketers are struggling to generate leads that convert to sales currently, and it’s clear that more efficient marketing strategies are needed to generate profitability. Most marketers are well aware of the power of direct mail, especially at times like these. But have they considered how psychology can be incorporated into their direct mail strategy?

According to the USPS Market Research and Insights Report, “COVID Mail Attitudes,” 65% of those surveyed stated that receiving mail lifts their spirits, with 54% of respondents stating that mail helped them feel more connected. With people looking forward to getting mail each day, you should strive to be in the mail box. Let’s consider some of the best ways to leverage direct mail right now, and how can marketers use psychology to improve their direct mail pieces.

Customer Loyalty

  • Create special offers for your customers based on past purchase history.
  • Suggest new items they would like.
  • Help them feel how important they are to you and that you care.

Prospecting

  • Be very honest and transparent in your communication with prospects.
  • Vet your messaging well so that you are certain you’re providing a product or service they actually need.

Trusted Source

  • Provide needed information and ways people can help others — this is a great way to show how you care, and will help you build brand status with customers and prospects.

Did you know that the human brain is doing most of its work outside of our consciousness? If we are able to create a good strategy that enables us to tap into the subconscious decisions, we can generate a greater response from prospects and customers with direct mail.

Psychology is an excellent tool to help drive direct mail response. Consider the following when working on your direct mail:

  1. Use Emotional Triggers Appropriately – Both men and women need emotional engagement for direct mail to work. This requires the use of both good emotional copy and imagery. Segmentation can really help you target the right people with the right emotional copy and images.
  2. Avoid Overload – When there is too much clutter within messages, either from words or images, the brain cannot process it. Make sure that you leave white space and use concise copy so that the brain can easily process your message.
  3. Make It Interesting – The brain likes puzzles and humor. Keep them simple for easy understanding. They are effective with increased engagement.
  4. Understand Your Audience – For example, if your audience is made up of women you need to tap into empathy. Women engage with faces and direct eye contact images. Women also respond to group/community activity images and of course babies too. She will pay attention to messages that make life easier, celebrate her or allow her to do multiple things.

A complicated mail message will most likely be ignored by the brain. But there are ways to simplify your copy and images to capture attention and drive results. Here are two ways to capture attention:

  • Novelty: This is the No. 1 way to capture attention. Our brains are trained to look for something new and cool. A novel message or layout can really help you stand out in the mail box.
  • Eye Contact: Humans are social beings. Images of people or animals making eye contact with your prospects or customers grab attention and draw them into the mail piece.

As you can see the brain is powerful and is very good at ignoring messages. Taking the time to consider how all these psychological factors can really help you drive your direct mail response rates up. As always, focusing your messaging with targeted segments to really reach the right people with the right message will increase the success of your mail campaigns. Are you ready to get started?

How to Persuade Buyers With Your Direct Mail

Direct mail marketing is a very powerful response driver when used correctly. If you have not been getting the results you need, there are many different choices you can make to change the outcome based on several possible problem areas.

Direct mail marketing is a very powerful response driver when used correctly. If you have not been getting the results you need, there are many different choices you can make to change the outcome based on several possible problem areas.

The problem area we are going to highlight today is your copy and messaging. If your copy and messaging is not compelling, you will not get a good response to your mail.

How can we best create compelling message and copy?

  1. Storytelling – The first way to draw people in is with storytelling. You need to make sure that you are telling real stories about real people. If you are not authentic, your prospects and customers will know. Keep in mind that details make it seem more real and believable.
  2. Emotional associations – These are very important especially if there has been a strong negative association with your product or service. You can counteract these associations with good emotional associations you create. The simpler they are to comprehend the better. Emotions often trump logic, so make sure you manage emotions in a positive way.
  3. Statistics – Statistical evidence is a credibility builder, and should be used to illustrate a relationship. It’s more important for people to remember the relationship than the actual number. Keep in mind that statistics are not inherently helpful; it’s context that makes them helpful. Use them correctly in your copy to convince people to buy.
  4. Recommendations – Authorities are a reliable source of credibility; we trust recommendations from people we know, like, and want to be like. Use these testimonials on your mail pieces to show how great your product or service is.
  5. Details – Identify details that are compelling and human as well as meaningful; details that symbolize and support your core idea. Don’t be long winded.

This can seem like a lot of information you need to convey on your mail piece, but you can do these things in a concise way. You also don’t have to do all five on every piece. Pick the ones that will work best for what you are trying to say. You also need to consider the type of piece you are using. A postcard will have less room for copy than a letter.

The most important thing is to be authentic. Direct mail is the most trustworthy form of marketing according to consumers, but you can override that inclination with misdirection or shady copy. Don’t be the “used car salesman” that no one likes — be the honest, helpful marketer and win the business. Did you know that 62% of people who responded to direct mail made a purchase? Are they purchasing from you or your competitor?

Good direct mail drives increases in response rates, so make sure that you are creating the best direct mail with compelling copy and a great call to action. Consider trying one of the options above on your next campaign, to see for yourself what works. Are you ready to get started?

How to Best Use Direct Mail Marketing During COVID-19

During a time of crisis like COVID-19 it can be hard to know how best to market to your customers. Direct mail is still a great way to reach them, but you will need to adjust your tactics somewhat in order to remain a trusted resource.

During a time of crisis, it can be hard to know how best to market your products or services to customers. If your customers are consumers and not businesses, direct mail is still a great way to reach them. Of course, with businesses having employees work from home, this certainly creates challenges for B2B marketers who use direct mail in their marketing mix. However, there are other channels that can be used instead. So for now, you many want to put B2B direct mail plans on pause  and wait for when those individuals are back in the office.

Also to note, a few people have expressed concerns about virus transmission from mail, but the WHO and CDC both say that no coronavirus transmission has occurred from a newspaper, magazine, letter, or package. Sending your mail pieces to customers and prospects is still considered safe. So what is the best way to use direct mail right now?

  • Images – Avoid images of people in groups, touching, or at events. Instead find other images that are compelling to convey your message.
  • Message – Avoid using terms that involve touch and closeness. Instead, keep your message about how your product or service will help the prospect out. Do not try to capitalize on the crisis. It is acceptable to mention any changes you have instituted, but do not have a COVID-19 sale. It’s just tacky phrasing. And of course, do not dramatize the crisis for your benefit.
  • Empathy – Be sure to show sincere empathy for what your customers are going through. Times are tough and you don’t want to come across as insensitive. Consider creating direct mail that conveys optimism, hope, and humanity.
  • Plan – When setting up your mail piece, consider how it can actually help people. If you have a product or service that already will help prospects during the pandemic, highlight that – without capitalizing on COVID-19. If not, then find a way for the mail piece to educate, entertain, or inspire prospects into action.

Another way you can help customers and prospects at this time – and generate some good PR – is to find ways to help your community, as well as encouraging mail recipients to do the same in their communities. Or consider teaming up with a relevant local nonprofit, and make a pledge to donate a portion of your sales revenue. Creating a mail campaign with a positive message and needed products, services, or information will be well received and responded to.

It also is important to consider your list. There may be people on your list who are better targets to reach out to than others right now. Segment them out and send only to them. This is not the time for a one-size-fits-all campaign. Sensitivity and relevancy really matter right now. The best direct mail is sending the right offer to the right person at the right time.

In a crisis, your customers want you to be reliable and credible. Provide them with needed products, services, or information so that your mail is relevant and appreciated. Be a friendly, trusted resource to help them through the crisis. Keep in mind that how you communicate contributes to how your brand will be remembered. This will position you now and in the future as a company that your customers and prospects want to do business with. Are you ready to get started?

USPS’s Mobile Shopping Promotion Still Available for 2020

The USPS has confirmed that despite the current pandemic, all discount programs are still in place, including the 2020 Mobile Shopping Promotion. This program encourages mailers to integrate mobile technology with direct mail to create a convenient way for consumers to online shop, as well as earn a postage discount.

The USPS has confirmed that despite the current pandemic, all discount programs are still in place, including the 2020 Mobile Shopping Promotion. This program encourages mailers to integrate mobile technology with direct mail to create a convenient way for consumers to do their online shopping; provides a 2% postage discount for standard and nonprofit letters and flats; and runs from Aug. 1 through Dec. 31, 2020.

The registration period runs from June 15 through Dec. 31, 2020, giving marketers some time to consider the program and how they can benefit from the popularity of mobile shopping to boost response rates. So how can you take advantage of this discount? Qualifying mobile print technologies include one of the following:

  • Open-sourced barcodes: QR Code or Data Matrix code. “QR” stands for “Quick Response”, which refers to the instant access to the information hidden in the barcode. A Data Matrix barcode code can store up to 2,335 alphanumeric characters.
  • Proprietary barcode or tag: SnapTags or MS Tags. SnapTag technology is very similar to QR code technology, but, consumers with any camera or smart phone can take a picture of the tag. From there, information is sent via text or email. Microsoft Tag allows data to be stored in a graphical bitmap using shapes and colors. The difference is not using square pixels, but triangle shapes and colors to store data.
  • Image embedded with a digital watermark: A digital watermark is a kind of marker covertly embedded in a noise-tolerant signal such as audio, video or image data.
  • Intelligent print image recognition such as augmented reality: Augmented reality (AR) is an interactive experience of a real-world environment where the objects that reside in the real world are enhanced by computer-generated perceptual information, sometimes across multiple sensory modalities, including visual, auditory, and more.
  • Shoppabble Video: Today’s technology enables you to set interactive touch points in any video (or image), allowing your audience to expand on any product with more details and the ability to purchase.

You can use one on these options on your mail piece to send prospects and customers to a page where they can purchase the product or service you’re marketing on your mail piece. This particular promotion has been around for a while now and is very popular with both marketers and customers, especially because it extends through the whole holiday season.

New for this year is the Shoppable Video option. The experience involves viewing a video on a mobile device which contains clickable spots on the video where customers can make a purchase.

The easier you make it for your customers to buy, the more and faster they do so. Because of promotions like this from the USPS, marketers can capture impulse buys with direct mail. The Mobile Shopping Promotion also shows how the buying experience does not have to be boring. You can add elements to spice up your landing page and still be able to make transactions like the promotion rules call for. Think of all the fun and creative ways you can integrate mobile technology, while benefiting from a savings of 2% on your postage! It is a good time to try something new.

This is not the only promotion the USPS is offering this year. If interested, check out my previous coverage of two other promotion programs that are currently running, but with registration still open:

Are you ready to get started?

 

COVID-19’s Effect on the USPS and Direct Mail Marketing

We’ve heard a lot on the news about essential businesses during COVID-19, but one we all count on that is not mentioned much is the USPS. The Postal Service, like many of us, have been greatly impacted by this crisis, and so has direct mail marketing in general.

What strange times we are living in right now as individuals and businesses. In 29 years of working with direct mail, I have never seen anything like this. We’ve heard a lot on the news about essential businesses during COVID-19, but one we all count on that is not mentioned much is the USPS. The Postal Service, like many of us, have been greatly impacted by this crisis, and so has direct mail marketing in general.

First there has been a dramatic drop in marketing mail with numerous events canceled and businesses shuttered, causing a need to send fewer mail pieces. Second, the USPS must maintain facilities and personnel based on CDC guidelines, which can be very difficult in a processing facility. For more details on that, you can read the statement that was issued to address this. And third, the USPS was already having financial troubles before the crisis without congressional action.

To address the drop in marketing mail, Mailers Hub along with several other industry associations have sent a letter to Postmaster General Megan Brennan and Robert Taub, chairman of the Postal Regulatory Commission (PRC) to express concern about marketing mail volumes.

They offered suggestions like a per-piece discount, deferring collections, extending or adding promotions and incentives, and deferring planned price changes for international mail.

As the letter stated, “Now is the time for action from the Postal Service and the PRC to keep businesses using the mail.” While the USPS may understand this, the challenge will be to find a “stimulus” for mailers that is within the limitations of the CPI cap and the rate setting process that the PRC is charged with enforcing. What the USPS may want to do to help mailers and what the law allows them to do may be very different.

So, one would think that when Congress is working on legislation to help businesses and individuals through this crisis that there would be some help for the post office as well. Check out what Leo Raymond, Managing Director of Mailers Hub wrote in the last newsletter issue:

“By voice votes in the Senate on March 26 and the House on March 27, Congress last week passed HR 748, the Middle-Class Health Benefits Tax Repeal Act of 2019, a $2.2 trillion program to help the nation’s economy and citizens deal with, and recover from the consequences of the ongoing virus-related crisis. Conspicuously missing was any aid for the Postal Service.

Instead, the bill only allowed it to borrow another $10 billion from the Treasury, going even deeper in debt. The final version of the bill was a dark disappointment for many in the mailing industry as well as the postal unions and their allies, who’d hoped Congress would use the occasion to lift some of the Postal Service’s burden of debt – not make it worse.”

From Target Marketing’s sister brand, Printing Impressions, Lisbeth A. Lyons VP, Government and External Affairs of the Printing Industries of America (PIA) shared additional thoughts about the $10 billion line of credit, and what PIA is looking to do in regard to the situation:

“This is a short-term victory as it throws a lifeline to USPS, which is reporting an 18-percent drop in entered mail this week as compared to the same week last year. However, simply extending more credit is not the best solution to what could be an impact to USPS greater than that of lost volume and revenue post-9/11 or post-2008 financial crisis. PIA is redoubling efforts to achieve more structural changes and financial stabilization such as full repeal of the onerous pre-funding of retiree health benefits requirement in the next phase of Congressional response to COVID-19.”

This crisis is going to go on for a while and those of us that send direct mail could use some relief in order to get marketing mail numbers back up. We have seen movement in the B2C mail stream as many people are now stuck at home; well-designed and executed direct mail is something they look forward to getting.

Sending Direct Mail During COVID-19

If you are a B2C marketer, you should take advantage of this situation and provide good quality direct mail offers that your customers can use. On the other hand, the B2B market is a whole other story. With many companies closed and employees working from home, your direct mail may not get to the right person. For now, you should plan to hold your mail pieces until your customers return to the office, and consider other channels that may be more appropriate for reaching your B2B customers.

As we continue to navigate the coronavirus pandemic and get closer to reopening the country fully, you can expect marketers to be planning and executing as many relevant marketing campaigns as possible to help get our economy moving again. What has been happening in your area? Do you have any bright spots to share? Let us know in the comments!

Why Marketers Should Incorporate Emerging Technology in Direct Mail

Technology can be a great way to engage your customers and prospects with your direct mail pieces, connecting offline to online marketing efforts. I previously shared the USPS’s 2020 Tactile, Sensory, and Mail promotion, and today want to highlight another promotion that can save marketers using direct mail some money, as well as encourage them to embrace new tech.

Technology can be a great way to engage your customers and prospects with your direct mail pieces, connecting offline to online marketing efforts. I previously shared the USPS’s 2020 Tactile, Sensory, and Mail promotion, and today want to highlight another promotion that can save marketers using direct mail some money, as well as encourage them to embrace new tech.

The 2020 Emerging and Advanced Technology promotion from the USPS runs March 1 through Aug. 31 this year, and encourages mailers to incorporate technologies such as “enhanced” augmented reality, virtual reality, mixed reality, Near Field Communication (NFC), video in print (ViP) featuring shoppable video, integration with voice assistants, and digital into direct mail campaigns. You can create really fun and unique experiences while getting a 2% postage discount for eligible pieces.

For this promotion, you can use presorted first class, standard and nonprofit letters or flats, but please not that you cannot use it for periodicals, bound printed matter, or Media Mail. You must meet automation requirements for letter or flat size pieces.

Since there are quite a number of emerging technologies available for this promotion, let’s take a look at them:

  • Mixed Reality: This combines both augmented and virtual experiences through a combined immersive technology that can include sight, sound, and touch.
  • Virtual Reality (VR): VR is commonly defined as a computer technology that creates replicas of an environment, real or simulated, that includes a user’s physical presence to allow for user interaction. Virtual realities artificially create sensory experiences, which can include sight, touch and hearing.
  • Digital to Direct Mail: This is also known as automated or re-targeted direct mail. It encourages mailers to produce mail pieces that create a greater connection and elicit a higher response from consumers by using dynamically printed, personalized messaging that is automatically triggered based on a digital interaction. Unlike other options in this one starts with digital behavior such as a form filled out on your website that then creates customized mail pieces that get sent to them.
  • Near Field Communication (NFC): NFC technology generally consists of embedding a small chip into a mail piece that can be recognized by a NFC enabled device such as smartphones or tablets. The interaction is initiated by touching the mobile device on the NFC embedded item or by placing the device within close proximity to it. No app or download is needed to launch this technology so it is seamless for your prospects and customers.
  • “Enhanced” Augmented Reality (AR): “Enhanced” AR provides robust features that allow consumers to engage in experiences using the technology. “Enhanced” AR also includes video animation and 3D interactive graphics playing in front of or over physical objects so they appear to be interacting with the physical object. The “enhanced” experience can also use gamification or mobile game play. Think of the popular Pokémon Go game, this can be really fun for people to play around with.
  • Video in Print (ViP): ViP is video advertising that integrated into a printed mail piece. ViP can be integrated into a printed piece in several ways including, but not limited to Integrated video screen within a printed, mail piece, Integrated Video/Picture utilizing translucent paper, Personalized Interactive Video, or Shoppable Video. These are pretty cool, but they can be very expensive so make sure if you use this you are selling high end items that make it worth the investment.
  • Integration With Voice Assistants: Direct mail can be an effective way to educate recipients about the benefits of voice branding and how to interact with voice assistants such as Siri, Cortana, Alexa, Google Home and Nest. This should allow for the purchase of a particular product, provides a business related “tip of the day,” etc. with the assistant.

Each of these technologies gives you a different way to draw your prospects and customers into interactive experiences that not only have a wow factor, but work to generate more business for you and increase your response rates. Of course, be sure to refer to the USPS program document once you’ve thought about what you’re interested in experimenting with, especially to review the specific requirements of each technology. Are you ready to get started?

The Benefits of the USPS 2020 Tactile, Sensory, & Interactive Mail Promotion

Do you want to create awesome direct mail pieces that stand out and get results? Well now you can do that, and save 2% on your postage! The purpose of this promotion is to encourage sensory engagement with physical mail pieces, and it’s my favorite promotion the USPS is running this year.

Do you want to create awesome direct mail pieces that stand out and get results? Well now you can do that, and save 2% on your postage! This USPS promotion runs from Feb. 1, 2020 through July 31, 2020, and all eligible pieces can claim the discount. The purpose of this promotion is to encourage sensory engagement with physical mail pieces, and it’s my favorite promotion the USPS is running this year. Why? Because only direct mail can provide a tactile experience — no other marketing channel can do this.

There are three featured categories in this promotion:

Specialty Inks

Qualifying inks may include but are not limited to:

  • Conductive inks: Inks with a circuit that can be used to activate an electronic device. Users press a “button” to activate lights, sound chips, or other electronic sensors and components.
  • Leuco Dyes/Thermochromics: Heat sensitive dyes or inks change color in variation in temperature.
  • Photochromic: Changes color with UV light exposure.
  • Optically Variable Ink: Contains metallic materials that change appearance when viewed from different angles.
  • Piezochromic: Change appearance under pressure.
  • Hydro chromic: Change appearance when exposed to water or liquids.

Each of these inks are very unique and interactive. They can make your mail piece fun for your customers and prospects.

Specialty Paper

The specialty paper must have one or more treatments such as scent, sound, taste, visual and/or textural. They must be connected to the marketing message on the piece.

  • Scent: Paper infused with scent such as catnip, fresh bread, or bubble gum, and grass.
  • Sound: Paper that incorporates sound chip or speakers.
  • Taste: Paper that incorporates edible components.
  • Visual: Paper that incorporates special effects such as filters, holographic, or lenticular.
  • Textural: Paper that incorporates textural treatments. Paper surfaces may be coated, or made of unique materials or incorporate techniques such as embossing or other surface treatments like sandpaper or soft touch.

I don’t think that using taste on a self-mailer is a good idea, but if you have a message that is best conveyed with taste you can enclose the piece in an envelope to keep it clean. On the other hand, I really love soft touch, I can’t help but to keep petting the mail piece. There are so many coating you can use for a wide range of different experiences.

Interactive Elements

The mail piece must include an experience that engages the recipient and adds dynamic effects in order to benefit from the promotion. Some examples are:

  • Infinite Folds: These fun folds provide a message at each turn of the fold and are usually folded through at least twice as they drive curiosity. Check out an example.
  • 3-Dimensional: These can be really unique and drive interest. As they are not flat pieces of paper but all kinds of things in boxes or tubes. Check out some examples.
  • Pop-ups: These mailers are fun and a little scary. They deliver flat and when you open them the pop up into a form. Check some out examples.

My two favorites from this group are the infinite folds and pop-ups. There are so many ways you can create interactive mail pieces.

You are only able to claim this discount for presorted standard and nonprofit letters and flats First class, presorted first class, bound printed matter, periodicals, and media mail do not qualify. All mail pieces must be submitted via USPS mail to the TSI Promotion Office for review and approval no later than one week prior to the mailing date. You can get all the requirements here.

Are you ready to get started?

Is Your Direct Mail Trustworthy? 6 Ways to Make Sure It Is

Direct mail is a very popular and effective marketing channel. According to MarketingSherpa, 76% of people trust ads they receive in the mail. But do they trust yours? If you are not getting the expected response rate on your mail pieces, you could have a trust problem.

Direct mail is a very popular and effective marketing channel. According to MarketingSherpa, 76% of people trust ads they receive in the mail. But do they trust yours? If you are not getting the expected response rate on your mail pieces, you could have a trust problem.

There could be many reasons why your direct mail piece is not trustworthy. In order to get the best ROI, here are some key things to focus on as you design and write copy for your direct mail campaigns.

  • Testimonials  Real reviews from real people make a big difference. Be sure to use reviews that are clear and specific, as they are more believable. Make sure to include their names and, if possible, pictures. Of course only include ones that are relevant to what you are selling on your mail piece.
  • Cluttered — When you provide too much information on your mail piece, it can be confusing. People like skimming, so make it easy for them to understand what you are saying. You don’t want them to feel like you are hiding something in all of that extra copy. Bullet points and bolding will help highlight the most important information.
  • Content — Be direct and specific with your headlines, calls to action, and copy. Be realistic with your statements and promises. Authentic and direct messaging is the best way to build trust. Do what you say and say what you do. Under-promise and over-deliver to build customer loyalty.
  • Dated  Are you writing new copy for each campaign or are you picking up old copy? Check your copy for out-of-date wording. These days, information is changing very quickly. Your copy needs to change, too.
  • Fonts — Your choice of fonts matter. Fonts that are hard to read or super small sizes elicit suspicion. Use easy-to-read fonts. This does not mean you have to stick with Arial or Helvetica; you can still be creative with easy-to-read fonts. Do not use all caps. While it is OK to use smaller font sizes for less important information, there is no reason to use a 6pt font size on your direct mail.
  • Images — Are you using images with just your product in them, or are you using images where people are using your products? People relate to other people; make sure that you use images that include people.

Clear and compelling messaging is necessary to make the right impression. You only have a few seconds before you end up in the trash.. Your message is your brand promise; it cannot be vague and open to interpretation. This also includes over-promising or using bait-and-switch tactics. These things leave a very bad impression about you and your products or services.

People buy from people and companies they trust. Are you one of them? It’s not just what you say on your mail pieces, it’s how you say it that matters most. Honesty is the best policy, so stick to the golden rule. The colors you choose affect your prospects’ and customers’ moods, so make sure you are using the correct colors to go with your message. Not sure what the colors mean? Check out the colors post. Now you are set to create the most effective direct mail campaigns.

Empower Your 2020 Political Direct Mail With These Tips

It’s that time again for political direct mail planning. Are you the one planning to win your election? Did you know that a USPS commissioned survey in 2018 found that 68% of voters believe direct mail to be the most credible source of political outreach?

It’s that time again for political direct mail planning. Are you the one planning to win your election? Did you know that a USPS commissioned survey in 2018 found that 68% of voters believe direct mail to be the most credible source of political outreach? (Opens as a PDF) You need to build a strategy that raises awareness, builds a following, and motivates voters. What is the best way to do that? Using a combination of direct mail, social media, Google ads, and YouTube ads to engage voters both offline and online will enhance your results.

Because 73% of Americans prefer the first contact to be by mail, you need to be in the mailbox before early voting ballots go out. Are you prepared with a realistic timeline? You should also know that 55% of voters use mail to decide how to vote. If you are not in the mailbox you are missing out on a huge opportunity. Yes, direct mail is expensive, but it more than pays for itself with big ROI.

So what should you include in your mail piece?

  • Stance on important issues
  • Contrast with an opponent
  • A list of endorsements
  • Important voting information, such as deadlines
  • A picture
  • Color
  • Personalization

You may think that the best way to win is to mail to every registered voter. But really, your best bet is to mail to only active voters. These are the people who will mail in ballots or show up at polling stations. You need to convince them to vote for you: Do not waste your money on the others. What size mailer should you send to them? Use a large piece, such as an 9 x 12, because oversized pieces have been shown to increase response rates by 10.4%. They really stand out in the mailbox.

As you are designing and writing copy, keep in mind that your text should be concise and easily scanned. The best designs use bolding, italics, color, and contrast to draw the eye to important content. The easier you make it for people to quickly understand what you are saying, the more effective your mail piece will be. Direct mail is better understood, remembered, and acted upon when you use best practices. After you design a piece, send a PDF to your mail service provider to review for potential postal regulation issues before you print. You do not want to waste money on postal penalties.

Remember, unlike a business that sells products or services, which has the ability to sell them over a long period of time, political mail needs to convince people quickly to either support or not to support a candidate or a proposition. You can also add texture to your mailers to give people a reason to hold your mail piece longer. A very popular one is the soft touch coating, which feels like velvet. People can’t help but pet the paper. Lastly, make sure that you use personalization on your mail pieces. It makes people feel more important and makes your message more personal to them. Are you ready to get started?

Direct Mail Planning for Your 2020 Marketing Goals

As we start the new year, direct mail planning is essential. The strategies we used in 2019 need updates to be more effective in 2020. According to the DMA, direct mail had an average response rate of 9% for house lists and 4.9% for prospect lists. How do your response rates compare?

As we start the new year, direct mail planning is essential. The strategies we used in 2019 need updates to be more effective in 2020. According to the DMA, direct mail had an average response rate of 9% for house lists and 4.9% for prospect lists. How do your response rates compare?

Looking at more than just response rates, how did your other metrics do this year? Starting with the worst performing ones, devise a different strategy to increase performance in 2020.

About 66% of mail is opened and reviewed. Direct mail not only cuts through the daily marketing clutter, but has been proven to drive digital activity and influence online purchasing decisions. Are your direct mail campaigns as effective as they can be? In the digital marketing arena email fatigue, ad blindness, and the increase in ad blocking, have combined to result in stagnating and sometimes declining performance. Direct mail should be combined with these types of channels in order to boost overall performance. Are you taking a multichannel approach for 2020?

Direct Mail-to-Multichannel Marketing

We live in an interconnected world, your customers expect you to communicate with them through the various channels they use. The companies that do this effectively see the best results. When you use campaigns that include both digital and direct mail, you, on average, receive 39% more attention than a digital-only campaign. Research shows messages delivered via direct mail can be powerfully motivating, with 92% of people driven to digital activity and 87% influenced to make an online purchase. Are you planning how to be more effective at this for 2020?

Personalization

Are you using the true power of direct mail? Personalization through variable printing is powerful. You can alter copy, offers, and even images, based on each person in your list. There are even ways to utilize more information, such as demographics, geographies, psychographics, and behavioristic data to go beyond a regular piece to a truly specialized one. When you are able to do this, you drive response much higher than before. What are you going to try in 2020?

Retargeting

Want to try something new for 2020? What about retargeted direct mail? What do we mean by that? You can retarget online activity by reaching out with direct mail. Some of the most common ways retargeting works are: for abandoned shopping carts; people who visited your website, but did not purchase; contacting lapsed customers; or creating new customers. So how do you get the mail addresses for online contacts? You can take a list of email addresses and append mail ones, or you can take a list of IP addresses that have visited your site and append mail addresses to it, or you can use mobile devise owner information to append mail addresses.

Mail Formats

For 2020, we need to think outside of the box and try new things. If all you have sent are letters or postcards, try a new format to gain more attention. Consider sending larger pieces, because they get higher response rates. If you are selling a high-priced item, consider using dimensional mail in order to drive more sales. These are more costly to send, but the ROI is much better.

Get creative and have some fun planning out your 2020 direct mail strategy! Are you ready to get started?