The recent publication of the Direct Marketing Association’s Response Rate Report demonstrates the continued success of direct mail when compared to digital options.
Direct mail response rates were 3.4% with email response rates showing at 0.12%. Direct mail response has declined over the past 10 years, but continues to outperform digital channels.
Opt-in email marketing is often thought of as the least expensive option available, yet this report shows direct mail can be a winner with increased ROI.
So how can you get the most from your direct mail campaign?
Test, test, test! Start with smaller mailings and measure what kind of response you receive. Try out different messages, offerings, envelopes, color or black and white….the options go on and on. Don’t be afraid to experiment!
Grab the prospects attention! Your headline is key. It should be relevant to your targeted audience and pique their interest. A strong headline will keep the recipient reading your message.
Get graphic! That is, use your words to create a picture in the recipients mind. How would their lives be improved, money saved, problems solved if they used your product or service? Help them visualize what you provide.
Give a call to action! Now that they know how great their life is going to be once they buy or use your product/service, tell them how to get in on this. Should they mail an order form or response card back to you, call you or make a purchase from your website? Make it as simple as possible for them to respond to your offer.
Follow up! Direct mail is meant to be followed up on by a sales call, email or additional direct mailpieces. Don’t get discouraged if you don’t have an earth shaking response on your first mailing. And keep in mind, this is where you want to test out different messages, etc.
Direct mail continues to be an effective marketing channel. It allows you to get directly in front of a prospect or customer with your message and provides a nice return on investment to boot.