Direct mail is naturally advantageous when getting people to notice your business.
85% of consumers open their direct mail, and 62% act after receiving direct mail, according to a recent report. However, your business can take action to increase further the number of people opening your direct mail.
4 Tips for Getting More People to See Your Direct Mail
1. Use a Call-to-Action in Your Direct Mail
The best call-to-action, or CTA, follows the format “Do something simple, get something great.”
In this scenario:
- Do something simple = open the envelope.
- Get something great = receive a credit card, special discount, or a gift or sample.
Creating a sense of scarcity works exceptionally well when prompting people to act. For example, try advertising a limited-time offer or a special discount while supplies last. Fear of missing out or not being enough gets the customer to act soon. However, don’t create a false sense of scarcity.
2. Send Your Direct Mail in a Unique Envelope
The envelope is the first thing people see when they take the mail out of the mailbox. Whether to open your mail or not relies heavily on the impression the envelope provides.
Get your envelope to stand out and generate curiosity by switching up the characteristics of the envelope like…
- Size. Larger envelopes stand out but can be more costly. Smaller envelopes create a sense of casual and friendly correspondence.
- Style. Use a color that catches the target audience’s attention, such as silver, gold, neon, or bold colors. Try changing the texture by using a matte or a glossy finish.
- Font. Using a handwritten style font will make your envelope seem more personal.
- Format. Including a see-through window lets your business prominently display products or enticing offers.
Switching up the standard white 4 ⅛” by 9 ½” envelope will make potential customers more likely to open the envelope.
3. Personalize Your Direct Mail Marketing
If the direct mail recipient feels that the mail is truly meant for them, they will be more likely to open it. Metzgers' variable data digital printing abilities allow you to personalize each mail piece with each recipient's name.
Additionally, research your target audience so you can better personalize your direct mail. Create target market subgroups based on their interests, potential questions, geographic area, and products or services most interesting to them.
Often, businesses will have better luck advertising to their local target market because there’s a greater desire among consumers to support local businesses as opposed to non-local ones. 70% of consumers support local businesses because they want to keep money local, connect with the community, support local creators, and have better service.
4. Track Direct Mail Statistics
Finding out what methods work for you and what don’t will help you generate a higher return on investment, or ROI.
Track cost per 1000 impressions (CPM), open rates, response rates, and conversions. Impressions are the number of people who see your direct mail, and conversions are the number of recipients who follow your call to action.
Remember that those who have interacted with your business are more likely to engage again. Also, sometimes it takes multiple direct mail deliveries before the customer acts.
Once you find a high ROI strategy, scale up your marketing.