Creating Direct Mail with Staying Power

You've probably heard that direct mail is held onto for an average of 17 days. It’s a stat from a consumer survey done at least 10 years ago. And looking around my house, it’s a benchmark that highlights how some campaigns don’t have to be designed for immediate action. 

I have a stack of gardening catalogs from the past few months sitting in a magazine rack in my living room. Then there’s that personalized card from a car insurance mailer on my fridge under a magnet. And the animal shelter fundraising reminder.

They’ve all avoided a trip to the recycling bin because I’m not ready to act on them just yet. 

Here’s how to make your customers’ mail stick around for a while, literally and figuratively.

Give Them Something Official

People feel weird about throwing away anything that seems remotely “official.” A plastic card in a mail piece is pretty common and one of my favorites. It looks and feels important, so it’s less likely to be tossed with the rest of the mailer. Instead, it's going to be put on a counter, in a wallet, or stuck to the fridge.

Some examples include: 

• Membership cards
• Faux credit cards
• Imprinted items like calendars or magnets

Make the Mailer Useful

The best pieces solve an immediate problem, even if the recipient isn't ready to buy anything. They provide ongoing value when kept, as well as create more brand impressions.

Content-heavy examples such as checklists or guides also build trust and credibility.

Plan for Multiple Touchpoints

Think beyond the mailbox. Design pieces that work in multiple contexts in case multiple pieces get separated, they can still do their job delivering or supporting a message or offer.

Your call-to-action should appear in multiple places. And any copy should be legible even against brand colors and logos as well as stand up to repeated handling

Design for Display and Pass-Along Value

A catalog sitting on a coffee table or a postcard on someone's fridge becomes part of their environment. That makes it more visible to family, friends, or visitors. Make it eye-catching enough that people want to display it.

An attractive piece gets shared or handed off to a friend who may be more interested in an offer or message. Suddenly, your mailer is working multiple angles.

Create a Reason to Wait

Sometimes the best way to ensure your mail sticks around is to give people a compelling reason not to act immediately. For example, "coming soon" campaigns can be more powerful than “urgent” offers because they create anticipation. 

Consumers provided with a long lead time in a nurturing campaign feel less pressure to make a decision. They’re also more likely to place your mailer someplace safe.

Test & Measure Staying Power

Challenge your clients to measure response rates over 30, 60, or even 90 days, not just the first week. Include different tracking codes to see which pieces have the longest response tails. This data helps justify more investment in future tests and campaigns.

The Bottom Line

Every email or text message is a tap away from being deleted, or merely forgotten. So there's real power in direct mail that's still working weeks after it arrives. Your clients aren't just competing for attention – they're competing for counter space and mental space over time. So make it worthwhile.

The preceding content was provided by a contributor unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions.