Direct mail is still one of the most effective ways to engage with customers but if you are looking for ways to increase your response rates, check out our seven essential tips below.
1) Segment your mailing list
Splitting your mailing list into categories is a great way to increase response rates from your direct mail campaigns. It will mean you can send out direct mail that is more relevant to recipients and therefore more likely to generate a response.
2) Use a professional design
If your direct mail looks plain, boring or ad-like, it’s not going to make people want to open and read it. Make your direct mail look attractive and eye catching by creating a professional design. The more appealing your direct mail looks, the more likely customers are to read it and take action.
3) Personalise the mail
One of the best ways to get people to read your direct mail is to address it to them personally. However you can go a step further by including personalised content, such as product recommendations based on their previous purchases. Showing customers you know them by personalising their direct mail is a great way to increase your response rates.
4) Include an incentive
There’s nothing quite like an incentive to make people sit up and take action. If you want people to read your direct mail and then buy your products, why not include a discount voucher? Alternatively, if you’re offering a service, you could offer a 30-day free trial. Either way, it’s bound to give customers a good enough reason to respond to your direct mail.
5) Integrate it into a wider marketing campaign
Another way to increase response rates from your direct mail campaign is to integrate it into your wider marketing campaign. By also targeting customers via social media, email marketing and TV marketing, you stand a much higher chance at your message getting through.
6) Use a strong call to action
Don’t expect people to know what to do after reading your direct mail, you need to tell them. Use a strong call to action such as ‘call us today to make an enquiry’ to encourage people to respond to your direct mail. Giving them some sort of deadline can also make them feel like they need to act urgently. Use lines such as ‘for a limited time only’ to spark them to take action immediately.
7) Integrate with technology
Finally, integrating your direct mail campaign with technology such as QR codes and NFC is a great way to increase response rates. These technologies automatically take people to your website after reading your direct mail and therefore make it easier for them to buy your product, sign up to your newsletter or do whatever it is you want them to do.
That completes these essential tips for direct mail. We really hope you’ve found this useful, please do contact us here are Baker Goodchild to discuss any aspects of your next direct mail campaign.
Image Credit: Jason A. Howie