10 Best Ways To Use Direct Mail With Success

Direct mail can be a very powerful marketing tool. When executed correctly you can see a great return on your investment. However, direct mail is not the be all and end all for your marketing. It is an important channel to utilize in conjunction with your other marketing channels. Direct mail can even give you a lift in online engagement. Let’s look at how to use direct mail to shine.

Direct mail can be a very powerful marketing tool. When executed correctly you can see a great return on your investment. However, direct mail is not the be all and end all for your marketing. It is an important channel to utilize in conjunction with your other marketing channels. Direct mail can even give you a lift in online engagement. Let’s look at how to use direct mail to shine.

10 best ways to use direct mail:

  1. Counter a Competitive Offer:
    Direct mail allows you to be covert with your offer so that the competition does not know what you are doing until it has mailed and is too late. It takes them longer to find out what your direct mail says and they won’t know when you are sending it.
  2. Generate Traffic:
    Whether you want to increase traffic online, for an event or to your location, direct mail is a great way to drive people there.
  3. Customer Acquisition or Referrals:
    With the ability to purchase very targeted lists, you can reach prospects to increase your customer base as well as provide a way for your message to be passed on to others.
  4. Generate Sales Leads:
    Send direct mail to prospects in order to get responses from qualified and interested leads.
  5. Building Brand Awareness:
    Since direct mail is a very trusted channel, you can really build your brand. The better recipients know your brand the more they buy from you.
  6. Customer Loyalty:
    You can reach out to your customers to give them special offers and coupons.
  7. Announcements:
    Direct mail is a great way to get information out to people quickly and formally.
  8. Cross-sell or Up-sell:
    Use your direct mail to not only drive response to that offer but also mention other things you offer that they may be interested in.
  9. Combining Mailings With Other Companies:
    When you do a cooperative mailing with another company you not only save money but you add value for your recipients with better offers or coupons.
  10. Augmenting Other Media Efforts:
    Direct mail is a great way to drive engagement with other channels such as email, web, social media, mobile, QR codes and so much more…

Direct mail is more effective than ever, with fewer distractions in the mail box and more focus online. Don’t let the direct mail opportunity pass you by. When used as part of a multimedia campaign, direct mail can significantly enhance response. Make sure that you work together with your mail service provider to create great campaigns that are designed effectively for postage savings. Get creative and have fun!

Get Your Direct Mail Noticed

Direct mail is not effective if recipients do not read it. The first thing that your direct mail needs to do is to get noticed in the mailbox. This can be a real challenge. Direct mail is a very effective tool when done correctly. The golden rule is list, design, and offer, generally in that order. However, if you stop to think about it, there is a reason for the golden rule. You need to send mail to the people who will want it, so there is your list. You then need to design an appealing piece and you need to provide them with a good offer. So assuming that you are mailing to the right people, you now need a design to get noticed.

Direct mail is not effective if recipients do not read it. The first thing that your direct mail needs to do is to get noticed in the mailbox. This can be a real challenge. Direct mail is a very effective tool when done correctly. The golden rule is list, design, and offer, generally in that order. However, if you stop to think about it, there is a reason for the golden rule. You need to send mail to the people who will want it, so there is your list. You then need to design an appealing piece and you need to provide them with a good offer. So assuming that you are mailing to the right people, you now need a design to get noticed.

Here are five ideas to get your direct mail campaign noticed:

  1. Variable Data Messaging: Target your message to the individual or to grouped personas. The better targeted the message the more likely they are to respond. This can be as simple as a tagline on an envelope or as complex as variable images and text.
  2. Use Color Envelopes: Color is inviting and not used often enough. Your envelope will get opened because it is unique. There are many standard colors available that do not drastically increase your costs. Keep in mind some colors are not USPS approved, so contact your mail service provider to make sure you stay within postal regulations.
  3. Use Stamps: Many direct mail pieces use indicias for postage. There is a stamp available for each postage class. In most cases they can be affixed by machine so you should not see a drastic increase in cost by using stamps. Stamps are seen as more personal and therefore more important.
  4. Use Larger Pieces: You can use up to a 6 x 10.5 self-mailer or a 6.125 x 11.5 postcard and still pay the lower letter size postage rate. Take advantage of that. Larger pieces get noticed. If you do not mind the postage cost increase, you can go even larger at a flat size postage rate. Your mail service provider can help you choose what will work best for you.
  5. Add Fun Taglines: Get your recipients excited about what they are going to find in the envelope. You can use color ink to make the tagline pop and even change the angle. It’s okay to be funny if you can do so while keeping with your brand image and the theme of your marketing piece.

Remember to change only one thing at a time, so that when you are analyzing your results you will be able to see if the change you made has increased your response. It would be best to have a control group of what you always have done, and then split off a segment to try the new piece with. This will give you the most accurate results and allow you to make adjustments with each campaign.

Direct Mail That Worked on Me

I admit that I am very interested in direct mail. So I like to look to my mail box both at work and at home to see what others are mailing. As a seasoned direct mailer, I am critical of what I receive. Every year there seem to be fewer and fewer pieces that really stand out to me

I admit that I am very interested in direct mail. So I like to look to my mail box both at work and at home to see what others are mailing. As a seasoned direct mailer, I am critical of what I receive. Every year there seem to be fewer and fewer pieces that really stand out to me. Since that is the case, I thought it would be a good idea to share a couple of examples of direct mail I received that I really liked. You can do this too, what is in your mail box, what works on you? Keep samples at your office of good direct mail so that you can emulate what they are doing.

The first example is actually pretty old. I received it in the early 2000’s. However, I have kept part of it all these years because it was a great idea.

Mail Piece No. 1:

  • 6 x 9 envelope.
  • In the envelope was a letter and a strange shaped object.

It was made of card stock paper, but I was not sure what it was. I, of course, did not read the letter first—I wanted to know what that thing was. As soon as I lifted it out of the envelope, it popped out of my hand and landed on the desk in the form of a box. It startled me and I jumped! (Probably not a good idea to send to seniors) Each of the four sides of the box had different messaging in bold. On top it read “think outside the box,” another panel read “fulfillment is more than packaging,” the third “easy orders mean easy money” and finally, the last panel said “your increased success is one phone call away.”

I did read the letter, because by then I was curious about what they were selling! It was fulfillment software with inventory and store front controls. I did end up buying the software, and is has worked great.

This pop-up type of mailing can be very versatile. The best part about it is that it is unexpected and breeds curiosity. They can be created in many different shapes, so get creative and pop up your ROI. Now for the second mail piece that caught my eye.

Mail Piece No. 2:

  • 6 x 10 mailer with a three panel roll fold, fugitive glued closed.

The first thing I noticed was that it was not tabbed. (I prefer the look of fugitive glue.) As I flipped it over, I noticed that it was personalized. They included my name in the tagline. When I opened the mailer, I realized it was fully personalized. My name was again on the inside note. The best part was it had coupons for things that I buy. They knew what I was interested in, and only offered me coupons for those items.

Did I use them? Of course I did! The true advantage to personalization is that the mailer appeals directly to the needs or wants of the recipient. This becomes a valuable piece of mail to them.

If there are only two things you take away from reading today I hope that they are:

  1. Direct mail needs to stand out.
  2. Direct mail needs to be relevant to the recipient.

If you create direct mail campaigns that address these two concepts, your ROI will show it. Direct mail can also be a great way to introduce your organization to new prospects who are not familiar with you. Direct mail is not viewed as intrusive and can be held onto for a period of time without the issue of being forgotten. It does still require you to vet your lists to mail to only prospects who are interested in what you are offering. When purchasing a list of prospects, this can be done with demographics, psychographics and so much more.