Posts Tagged ROI

Increase ROI with Direct Mail Design | Top 10 Recommendations

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)

  1. 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?
  2. A clear, provocative call to action and a nice incentive.
  3. A compelling message – don’t forget, most people want to know “What’s in it for Me?”
  4. 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.
  5. 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.
  6. 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.
  7. Use a fresh, unexpected image and a memorable tag line. You only have seconds to grab the reader’s attention.
  8. 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.
  9. 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?).
  10. Since we repeated the call to action, repeat the PURL as well. Remind them how to respond to that call to action!
Tell us, what are your thoughts on creating the ideal direct mail piece?  We’d love to hear your suggestions!
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Increase ROI with Direct Mail Design

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.directmail

Here Are My Top 10 Recommendations

(In no particular order)

  1. 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?
  2. A clear, provocative call to action and a nice incentive.
  3. A compelling message – don’t forget, most people want to know “What’s in it for Me?”
  4. 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.
  5. 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.
  6. 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.
  7. Use a fresh, unexpected image and a memorable tag line. You only have seconds to grab the reader’s attention.
  8. 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.
  9. 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?).
  10. Since we repeated the call to action, repeat the PURL as well.  Remind them how to respond to that call to action!

Tell us, what are your thoughts on creating the ideal direct mail piece?  We’d love to hear your suggestions!

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Increase Your ROI With Direct Mail

Get The Most From Your Direct Mail Campaign!

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.

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