6 Best Practices for Direct Mail Advertising

While direct mail advertising is decreasing, it is still 37 times more effective than email, according the Data and Marketing Association. Given the success of direct mail in advertising and marketing campaigns, it’s important to craft well-executed and creative messages to influence consumers. Below are 6 proven practices to ensure your consumers are reached and your brand gets noticed.  

 

 

• Include More Information

 

Consumers spend more time with physical mail than with digital messages and interact with a physical ad differently than they look at a screen. According to Product Marketing Manager of Adobe, Mickael Bentz, this is important because it means you can put more information in your direct mail advertisement. “This is especially important since you’re most likely trying to close a sale rather than just capture contact information.”

Including all the information your consumer needs to make the decision you want not only helps your business, it also pleases the customer that they don’t have to go digging for the information they need.  

 

 

• Size Matters

 

Oversized envelops have the largest response rate, followed by postcards, catalogs, and dimensional packages. In addition to standing out due to their size, larger pieces also allow you to be creative with your ad. Get imaginative with various colors, pictures, or even 3D objects. The possibilities are endless.

 

 

• Make it Lumpy

 

Similar to mailing larger, eye-catching pieces, consumers are more likely to open mail that contain a lumpy object. In fact, according to the marketing firm Predictable Profits, mailers with something lumpy inside of the envelope have a near 100 percent open rate. “People are curious what’s inside, and the curiosity gets them to open it.”

 

 

• Switch it Up

 

For the most part consumers know what to expect in the mail. They know what spam looks like and they know what the electricity bill looks like. To combat your consumer getting to familiar with your direct mail ads, don’t make them start to all look the same.

Use different colors, pictures, sizes graphics, etc. Feel free to swing for the fences and get creative. Although you may strike out every now and then, more than likely you’ll find you hit it out of the park.

 

 

• Get Interactive

 

Face it, direct mail can be boring. Elements such as QR codes and other technologies provide some interaction with your consumer that is often lacking from traditional mail. It can add a new dimension that a typical consumer may not expect.

Try QR codes for downloadable coupons, for example. Also, while lengthy URLs can be an issue, you can eliminate this problem by providing a QR code that will take the consumer straight to your site. Also try embedding shorter URLs, or sending personalize maps of events or store openings.

 

 

• Personalization Is Key

 

Establishing a connection with your customers can be difficult through direct mail. Most of the time, you’re hundreds or even thousands of miles away by the time they see your message. A great way to overcome this is by making your mail personal.

Personalize your message as much as possible. In addition to just the envelope or introduction, add their name throughout the message. Avoid making it look like your letter is a standard template sent out to everyone. Additionally, adding pictures or you, your staff, your business or your products can also help establish a personal connection with your consumer.

Another way to get personal is to send mail on special occasions such as birthday, graduations or weddings. We all like getting birthday cards from parents or friends, right? Why should your business be any different?

Direct mail can be a very effective marketing tool when used correctly. Develop a well-crafted message, make your mail stand out, and establish that lost personal connection with your consumer. You’ll likely see increases to your bottom line in no time.