Simple, Economical Ways to Test Direct Mail Effectiveness
Every Twin Cities company would like to increase responses to direct mail campaigns. But not all businesses can afford to roll out several tests of potential direct mail pieces, which can quickly become costly endeavors. Fortunately, there are a few simple things businesses can do to tweak their direct mail campaigns to improve responses without spending a bundle on testing.
Sometimes, a simple update of the graphics and messages on a direct mail piece’s envelope can increase responses. Companies can try switching to a color envelope or one that displays a company’s logo more prominently. Graphics on the outside of an envelope can enhance messages on the envelope. Include copy on the envelope that will make recipients want to open the mailing. Even something as simple as “Look Inside” could prompt a recipient to take a look.
Strengthen the Message
Sometimes, updating and strengthening the main message of a direct mail campaign can increase responses. Businesses can try shortening a current letter or changing up the headlines on a brochure. Or, they can see if including a reply form helps boost customer responses.
Companies could also try tweaking their promotions or offers. Free offers are a favorite with recipients, but highlighting a money-back guarantee or discounted product can also do the trick. Though it seems counterintuitive, adding a time limit for acting on an offer often boosts response rates.
Repurpose Other Marketing Strategies
Companies may find that their most effective direct mail item is currently masquerading as their current flyer or brochure. Sending an existing flyer—with a personal note about why a recipient may find it interesting—can help save money and time.
Gauge Interest with a Postcard
Instead of spending a lot of money on a complete direct mail package loaded with letters, brochures, and reply forms and envelopes, companies can test the interest of recipients by sending out a postcard for a fraction of the cost. The postcard can offer free information about a company’s product and services and include a tear-off reply form for recipients to send back. That way, companies can better target the costlier direct mail pieces at recipients whose interest has already been piqued.