What are some of the ways you can convince your target audience to open their direct mail? Read our top 10 tips.
Direct mail is marketing with impact. A real-world physical message that captures the recipients’ attention and imagination, and if done right, prompts them to convert. Its proposition is unique: direct-to-door and informed by data. There’s no other form of marketing than can function like direct mail. There’s a simple science behind it and with a 92% open rate (versus 16% with email), you know it works.
- Tell them what it’s about
Your direct mail piece is part of a story, so entice your recipient to read on. Don’t just throw it in a plain envelope and hope for the best. Make them want to learn more. 69% of those who receive direct mail will open a letter from a company about a promotion or special offer. Make it clear why they need to open your mailer.
- Make them want it
Find a way to make your product desirable and pitch it in your offer. If people believe they want it then half your work is done. 60% will open mail if it’s from a company about a product or service they don’t currently have. If they don’t buy it on the first occasion, repeated mailings will help reinforce the message and to remind them that you exist. Make them want you.
- Personalise it
With so much available data, don’t let it go to waste. Use it for your next mailer. You will know your customers’ purchase behaviour and preferences, but what you do with this information separates the amateurs from professionals. Use what you have to inform your offer and the way it’s worded. Choose artwork according to their tastes. Address them by name. Appeal to them on a personal level and make them believe you care.
- Make them interact with it
Direct mail works better when the recipient must do something, in fact 43% of mail is opened when it has led to some kind of interaction. Make them curious to learn what’s inside; reveal a secret.
- Cater to their interests
If you know your customer you will understand what they like and dislike. Frame your offer with this information and entice them with something to which you know they will respond.
- Cater to their demographics
Know your audience and understand which products cater to their interests. Age groups will respond to direct mail better at certain periods in their lifetime, so make an informed decision about when to contact them.
- Make it colourful
70 percent of consumers are more likely to open colourful mail. Choose your colours wisely and avoid red as it generally means sales and collections—unless that’s the purpose of your mailer!
- Make it relevant
Why would a 19-year-old want a walking frame? Or someone without a pet want pet insurance? Do you research, get your data right and get the response you need.
- Make it time limited
79 percent of consumers will act on direct mail immediately, particularly if they know they might miss out on something. Make it fast and limit the supply.
- Give something away
Whether a physical attachment or something redeemable, everyone likes to receive something for nothing. Add a coupon, give them a URL, or stick something lumpy inside the envelope.
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