How to Increase Direct Mail Engagement with Timing

In part 1 of this series, we discussed how to use emotion in direct mail to drive results. In part 2 we discussed using loss aversion to drive sales. In part 3 we discussed how to use scarcity and reciprocity to increase your direct mail sales. As well as exclusivity. In part 4 we discussed social proof and storytelling behaviors to driver higher direct mail results. In part 5 we discussed how autonomy bias and the consistency principle can be used in direct mail to increase results.

In part 6 we looked at how information gap theory and authority principle could be used to increase direct mail response. In part 7 we talked about status quo bias and framing to get people to take the action you want them to. In part 8 we discussed automatic compliance triggers. In part 9, we discussed maximizing your direct mail copy. In part 10 we discussed increasing desirability of your product or service with direct mail. In part 11, we discussed creating stand out direct mail marketing.

Now in our final article in this series we will discuss direct mail timing. You now have all the tools to build awesome direct mail campaigns. By using human behaviors, you can gain a competitive advantage and increase sales. Don’t be afraid to try new things. Testing is the backbone of direct mail marketing.

Behavioral scientists have found that people are more open to trying new things at certain times. As marketers, we can use this information to help time our direct mail campaigns. There can be a lot of things to consider when talking about timing, but for now we are going to focus on two areas of timing that can help you drive direct mail sales.

Temporal Landmark

Studies show that some days are more impactful than others. These are called temporal landmarks. This is a time that stands out and has special meaning. These points act to transition or provide a fresh start, so people are open to trying new things. Here are some suggestions on using this in your direct mail.

1. Birthdays
2. Seasons
3. Holidays
4. Months
5. Mondays
6. Semesters
7. Quarters
8. Paydays

Consider all the possibilities for marketing to people on special dates. These are just a few options I am sure you can think of others. The point is to get people to try your product or service by appealing to them to make a change during a temporal landmark.

Temporal Discounting

People put off behaviors that they perceive the payoff is too distant in the future. What this means for you is that people are very present focused. They will choose a smaller payoff now rather than a bigger one later. Studies have shown that people actually look at their future selves as different that their current self. Your direct mail appeals must help bridge the gap between today’s self and the future self. How can you do this?

1. Ask the future “them” if you need more of “your product or service” and they said yes.
2. Use “I am a future” then list options for them to choose from of your products or services.
3. Provide images of people happy with your product or service and then ask them to join the group.

You can use both temporal landmarks and discounting to drive direct mail sales. Here are some ideas:

• Have your mail pieces arrive on Saturday or Monday.
• Send holiday offers.
• Find non-holiday special days like tax day.
• Send for anniversaries such as bought a home, had a baby, got a pet and so on.
• Offer to delay payments so they can experience the pleasure of your product or service without the pain of payment.
• Offer instant gratification.
• Offer discounts with a short window of opportunity.

Direct mail marketing that is strategically timed to people gets a higher response rate and increased sales. The tactics mentioned above are a great way to drive the direct mail response you want. Keep in mind that you should combine these timing aspects with some of the other tactics we discussed in previous articles to drive the best results. Get creative and have some fun with your direct mail.