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 Check your copy for out-of-date wording.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.

5 Ways Direct Mail Can Give You a Marketing Advantage

Direct mail has consistently performed well for many years, providing the results marketers need. However, not all direct mail is the same. There are things you can do to gain an advantage over your competitors. Are your results as good as they could be? Let’s check out the segments you can focus on to use direct mail to its full advantage.

Direct mail has consistently performed well for many years, providing the results marketers need. However, not all direct mail is the same. There are things you can do to gain an advantage over your competitors. Are your results as good as they could be? Let’s check out the segments you can focus on to use direct mail to its full advantage.

  1. Pursue The first way to take full advantage of direct mail is to go after the right people. This will depend on what your offer is, as well as if you are going after prospects or customers. There is a difference in the way you target these two groups. Use your data to segment people into like categories. Sending to the right people makes all the difference and can save you money by not sending pieces to people who are not interested.
  2. Clarity — Next, you need to make sure that your messaging and offer are very clear. If not, you are going to miss out on the people who misunderstood what you were trying to say. Keep your wording simple and stay away from acronyms; in the texting age, your acronym could mean something very different.
  3. Succinct — Your copy needs to get right to the point. Make it easy and fast to read. You can use bullets, bolding and other text highlights to get your most important information to stand out. The less reading required, the more people will scan your piece.
  4. Interest — Does your mail piece generate interest? Your images and messaging need to call people to your piece to look closer at what you have to offer. The more interest people have in your mail piece, the more likely they are to buy.
  5. Cohesion — Do your marketing channels work together? Can customers and prospects flow easily from your direct mail piece to your website or other online platform? When they can, you will get better response rates.

When you have all five segments done correctly, you will see an increase in response. Don’t let your competitors win. Use direct mail to your advantage and get ahead of them. You will need to block out time to get your best mail pieces conceptualized and created. Do not rush the process, or you risk your results. As they say, Rome was not built in a day — and neither are your direct mail pieces.

One of the best features about direct mail is that it arrives in the mailbox and is a physical piece. No other marketing channel is physical in this way. In order to draw interest to your mail piece, you can add features to enhance the sensory experience for your customers and prospects. There are many features you can add, such as textures, foil, embossing, debossing, die cuts, special folds and more. Most of these features are not very expensive but can boost your direct mail advantage. You can also add scent for a multi-sensory experience. Get creative and allow your prospects and customers to have fun.

Boring direct mail will not get you the results you want. You need to find ways to enhance your mail pieces to increase prospect and customer engagement. The better you are able to do this using the five segments above, the bigger your direct mail advantage will be. Are you ready to get started?