Help Your Customers Stand Out with Direct Mail

Your customer’s direct mail is not effective if their recipients don’t read it. The first thing that direct mail needs to do is get noticed. This can be a real challenge. Direct mail is a very effective tool when done correctly. Do you help your customers stand out?

The golden rule is list, design, and offer, generally in that order. However, if you stop to think about it, there is a reason for the golden rule. You need to help your customers send mail to the people who want it. You can help them find prospects by profiling their customer list to find people like them. Next, help them create a standout design: an appealing piece that also provides a good offer.

Here are 5 ideas to get your direct mail campaign noticed:

1. Variable data messaging: Target the message to the individual or to grouped personas. The better targeted the message, the more likely they are to respond. This can be as simple as a tagline on an envelope or as complex as variable images and text.
2. Use color envelopes: Color is inviting and not used often enough. Your envelope will be opened because it is unique. There are many standard colors available that do not drastically increase your costs. Keep in mind some colors are not USPS approved, so pay attention to your color recommendations.
3. Use stamps: Many direct mail pieces use indicia’s for postage. There is a stamp available for each postage class. In most cases they can be affixed by machine so there is not a drastic increase in the cost of using stamps. Stamps are seen as more personal and therefore more important.
4. Use larger pieces: They can use up to a 6 x 10.5 self-mailer or a 6.125 x 11.5 postcard and still pay the lower letter size postage rate. Take advantage of that. Larger pieces get noticed. If they do not mind the postage cost increase, you can go even larger at a flat size postage rate.
5. Add fun taglines: Get recipients excited about what they are going to find in the envelope. You can use color ink to make the tagline pop and even change the angle. It’s ok to be funny if you can do so while keeping with the brand image and the theme of the marketing piece.

Remember to talk to your customers about changing only one thing. This will allow you to show what is working. It would be best to have a control group that gets the regular piece and then everyone else that gets your new suggestion. This will give you the most accurate results and allow you to make adjustments with each campaign.

The more you are able to partner with your customers, the better you can help them drive increased direct mail results. Some of these suggestions will cost them more money, but if they get a better ROI on the piece, it can make the extra money worth it. Are you ready to get started?