Often I am asked by novice direct mailers what elements to include on their mail piece. They are simply looking to design the best mailer possible to yield a high ROI.
Here Are My Top 10 Recommendations
(In no particular order)
- Make sure your list, mail piece and message are all targeted to the correct audience. What is your goal – lead generation, customer retention, a new product roll out?
- A clear, provocative call to action and a nice incentive.
- A compelling message – don’t forget, most people want to know “What’s in it for Me?”
- A First Class mail permit. Don’t skimp on standard mail postage. 10% of your mailing list may never receive the mail piece and you’d be surprised how many people simply disregard any piece of mail with a standard permit.
- Add a PURL, or Personalized URL. This will tie your printed piece with an online experience. Make sure the PURL ties in with your theme.
- As long as we’re adding hot new technology with that PURL, let’s add a QR, or Quick Response, code. You’ve probably been seeing a lot of QR codes on all kinds or marketing – from billboards to pizza boxes. We’ll talk more about QR codes and using them effectively in an upcoming blog.
- Use a fresh, unexpected image and a memorable tag line. You only have seconds to grab the reader’s attention.
- You’ve probably heard it said a million times, and it’s true, your response rate is only as good as your list. We will delve into list effectiveness in future blogs.
- Include a follow up on the call to action. Perhaps include an expiration date. This also makes room for a second communication (perhaps an email?).
- Since we repeated the call to action, repeat the PURL as well. Remind them how to respond to that call to action!