4 Things Your Direct Mail Piece Needs to Convert
Direct mail is a simple, cost-efficient way to reach your target market.
The response rates for direct mail are about five to nine times higher than other advertising channels. However, five to nine times is quite a range. Getting your direct mail to reach the nine times higher statistic requires certain elements.
Here are four things your direct mail piece needs to convert direct mail into sales.
Recipients respond well to personalized advertisements.
The more personalization, the better your target market can say, "Wow! This is for me!" One study showed that 93% of businesses that incorporated an advanced personalization strategy experienced revenue growth.
Personalization starts with data. The more customer data you have, the more personalized your direct mail can be. Gather data regarding geographic, demographic, and behavioral characteristics so you can…
- Include the recipient's name in all outgoing marketing materials.
- Reference the client's past buying history.
- Suggest products the customer might be interested in.
To simplify your marketing, try to divide your overall target market into niche audiences with specific pain points. This will allow the mail to be more personalized while still being manageable for your business to execute.
2. Special offers
Tell the recipient what's in it for them.
By including special offers in your direct mail, people will be more likely to act. Make your direct mail more effective by triggering fear of missing out by making the offer for a limited time only or while supplies last.
If your company struggles to acquire data from your customers, you could have customers fill out a form before they can access the special offer.
Examples of special offers include:
- Exclusive events
- Free samples
Example: "Scan this QR code, tell us about yourself, and get 25% off your next purchase! For a limited time only."
3. Strong writing
The content within direct mail heavily influences readers.
Create a confident, friendly, accessible piece with direct mail by focusing on the writing. Tips to achieve this include:
- Make it accessible to all by using simple language and short sentences.
- Make it easy to skim by adding headings and bullet points.
- Tell readers what's important by making certain words and phrases pop.
- Include stories readers will enjoy and connect with.
- Make your first and last sentences count because they are the most frequently read.
By making the content of your direct mail enjoyable to read, recipients will be more likely to act.
4. Follow up after sending direct mail
People are busy, and they need reminders.
Therefore, follow up with your customers after sending direct mail. You can follow up with another direct mail piece, email, or phone call. When doing so, remind the customer about the special deals and your previous point of contact.
Direct mail is a powerful tool in marketing. But you're going to want the most conversions for your money. Help convert by including these four strategies in your direct mail campaign.