In an age where emails and social media are becoming the primary means of communication, Direct Mail still out performs them all in terms of the overall impact it creates on the receiver’s mind. Direct mail, if appropriately designed, has the power to influence the minds of readers to a greater extent than any other form of communication.
Customers feel more connected and more involved in the business when they receive a direct mail piece that is applicable to them. Studies show that around 79% of customer’s act on a direct mail offer immediately and do not discard it as junk. Statistics also show that around 34% of the direct mail pieces received by consumers generate new customers.
Here are some of the factors that directly contribute to the success of a direct mail campaign:
1. Colour
Selecting the right colours for your campaign is important. The colours should reflect the message that you are sending. Brand promotion is always key so your corporate logo and colours should stand out. A donation ask, event announcement or new product launch will need colours and impactful graphics to make your message stand out in the mail.
2. Texture
There is plenty of stylish stationary available for printing. Make sure that you select the one that is relevant to your business. Sending out a business communication might not require a glossy post card, however, if you are sending out invitations to your customers for an official event, you can get creative with the texture of the mailing stationary.
3. Copy
Copy is crucial. Create a compelling sales copy that attracts attention and keeps your customer interested until the end. Highlight your most important points.
4. Personalization
It is a known fact that personalization improves response rates. Create highly targeted and effective direct mail pieces to increase your response rate and attract more customers to your business.
Personalization can be as basic as using the prospects first name throughout your offer, to an expert level of changing graphics to subconsciously appeal to your intended market.
5. Relevance
Customers will only read though mail that is relevant to them. Otherwise it is discarded as junk. If you want your direct mailing campaigns to succeed, make sure that your data is up to date.
Basic services like address verification and correction, duplicate elimination and National Change of Address (NCOA) are commonly offered by your direct mail service provider. But keeping your internal database clean – or renting a list from an outside source – will ensure that you are hitting the right people for your product or service.
