Companies have used direct mail for years because it works. According to the most recent DMA Response Rate Report, direct mail response rates for 2016 were at an all time high. Couple that with the fact that direct mail continues to have a higher ROI than email, and you have to wonder why you don’t use direct mail more often.
Certain industries are required to send specific types of information by direct mail. Banks and other financial institutions are some of the biggest users of the service. However, many other companies use direct mail to communicate a special promotion or gather leads. To do this effectively, their mailing needs to stand out and catch the eye of the reader. If it doesn’t, then you won’t get the desired direct mail response from your clients.
How to Catch the Eye of Your Reader
The average person grabs their mail from the postal box and does a quick shuffle to see what’s there. In just a few seconds, most of the envelopes find their way into either the ‘keep’ or ‘throw away’ pile.
You Must Get Past the Initial Scan
Your direct mail piece must have something to make the recipient take a second look. This could be an intriguing image, a bold headline, or an offer.
A very effective mailing, from the local coffee house, includes a coupon for a free small drink on the front of their postcard. The words ‘Free Drink’ are hard to miss and a single image keeps the postcard simple and easy to scan.
Personalization is another way to get past the initial scan and increase direct mail response. New technology makes it possible to personalize each mail piece with names, addresses, and all sorts of other information in your mailing database. Variable data printing often costs very little and can significantly increase your direct mail response rate.
These are elements you can use to catch their eye.
- Bold and Italicized Words
- Pictures with Captions
Couple any of these with a compelling offer and more than likely your recipient will take the time to read the details.
Writing the Narrative to Get the Desired Direct Mail Response
All writing should focus on the desired outcome. Create a need within in the reader that only you can satisfy. Do they need a new pair of shoes? If it’s Back-to-School time, then their children probably do. Show them how you can meet that need better than someone else.
Your can make our point through pictures, text, or a combination of both. Depending on the circumstances, a single postcard might do the trick. For others, you need several pages of text that explain a lot of detail. Mail Manager can guide you in the creation of a compelling offer. Marketing experts help you focus on your desired response and tailor your message to achieve it.
One of the best things about using a direct mail company, like Mail Manager, is that we can handle the entire process from start to finish.
Don’t miss out on the opportunity to reach potential clients. Direct mail response continues to outstrip digital marketing efforts. Call Mail Manager and get the scoop on how you can grow your business.
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