Even in the digital era direct mail is still one of the most effective ways to communicate and engage with your target audience.
In a way, it is very similar to website landing pages in that it should provide enough information to peek customers’ interest but not so much that they will get bored and discards it.
So how do you ensure you achieve the right balance and persuade your customers to complete that all-important call to action? Find out by reading our top tips below.
An Eye-Catching Design
The first step to getting prospects to read your direct mail is to make it personalised and eye-catching . A good design will go a long way in ensuring your customers pick up your direct mail and take the time to read it.
A Good Balance Between Content and Pictures
Customers don’t like to be bombarded with information so avoid including lengthy paragraphs of text on your direct mail shots. Keep your information clear and concise and ensure it is well illustrated with images.
Give People Different Ways to Respond
One of the best ways to encourage responses is to give people options. Some people may prefer to visit your website and purchase your products from there, whereas others will prefer to do it over the phone. Cater for everyone and you stand the best chance of your direct mail campaign being successful.
Use short URLs or Even Better PURLs
We always recommend that our clients include their web addresses on their direct mail but lengthy URLs will not go down well with customers. The shorter you make your URL the easier it is for them to remember, meaning they are more likely to visit your website.
Using PURLs (personalised URLs) on your direct mail is also highly recommended as not only will a more personalised online experience appeal to customers but it will also allow you to track their behaviour at the point of interest.
Have a Strong Call to Action
Don’t beat around the bush – make your call to action clear to customers. If your call to action is unclear you run the risk of confusing customers and if it’s not compelling they’re going to lose interest. Tell them what you want them to do and how they can benefit from doing it.
These are just some of the ways you can improve your direct mail’s response rates. Baker Goodchild are specialist direct mail campaign providers. If you’d like our expert help coming up with a winning formula give us a call on 0800 612 1972.
Image Credit: Howard Lake