There are many ways to make your direct mail campaign a success.
In this day and age, the vast majority of mail anyone gets anymore is junk. If you’re like most of us, you probably don’t even look twice at the piles of coupons, offers and other junk that you get in the mail before you throw it away. This inclination towards throwing invaluable mail away right at the get-go can make it difficult for direct mail campaigns to be successful for many companies, but there are a number things you can do to make your direct mail campaign more successful. The following is a list from the experts at Worcester Envelope Company of the top secrets of a successful direct mail campaign:
#1. Be upfront with your proposition.
People have short attention spans, and while it may seem better from a business perspective to build up to your proposition in your mailer, how many of your readers will actually stick around long enough to get to it? Instead of building up to your proposition, open with it. This will attract your readers’ attention right away, and it will force you, the sender, to ensure that your proposition is something that is valuable to your readers.
#2. Make it useful.
As we mentioned earlier, many people just end up throwing their junk mail straight into the trash, but others will use the envelopes and scraps of paper for to-do lists, grocery lists, notepads, etc. Think beyond just getting your message out to your audience; think of additional ways to make your mailer something that is useful to your audience. Even if they just use it to jot down what they need at the store, every time they look at your mailer, it will remind them of what you have to offer.
#3. Make your mailer lumpy.
When you send a simple envelope with just paper or a flyer inside, it doesn’t leave much room for imagination or curiosity. On the other hand, if you include something that makes your mailer lumpy, it sparks curiosity and increases the chance of that mailer actually getting opened by a large margin. Product samples are great options when you want something lumpy in your mailer, but really, the sky is the limit; just make sure that whatever you include in your mailer is relevant, personal and captivating to your audience.
#4. Don’t send junk mail.
What’s the difference between sending a mailer that immediately gets thrown away and one that is actually read? The value that goes into it. Every mailer you send, whether it’s to announce a sale, a special or anything else, needs to provide value to your readers. If your mailer is purely about making a sale, you run the risk of your readers tossing it out before they even open it. There are lots of things you can do to add value for your readers. For example, if you run a store that sells outdoor gear, rather than simply sending an ad out of all of your upcoming sales, come up with a list of tips for how to use your products or what to do in an emergency when camping or hunting. When you send this kind of valuable content, your readers are more likely to open, not only the mail you are sending now, but also the mail you’ll be sending them in the future.
#5. Make it look like it’s personal.
How do you stop someone from simply throwing away your mailers right off the bat? Don’t make it look like it’s a part of a direct mail marketing campaign! If you send an envelope that looks mass produced, it has a much higher chance of being thrown away. That’s why, instead of using metered mail, use an old-fashioned stamp, and instead of using a classic font, use one that looks like handwriting. The more you can make your mailer look like personal mail, the more likely it is to be opened.
No company wants to waste their hard-earned money on a direct mail marketing campaign that isn’t successful, but as you can see, there are many things you can do to make yours a success. In our next blog, we’ll be going over the last few secrets of a successful direct mail marketing campaign, so please stay tuned to learn more.