Tips for Making Those Direct Mail Campaigns Even Stronger
In March 1861, the Pony Express recorded its fastest-ever mail delivery, covering the nearly 2,000 miles from St. Joseph, Missouri, to Sacramento, California, in just under eight days. The record-breaking parcel that was delivered? A transcript of President Abraham Lincoln’s inaugural address. For a country on the brink of civil war, the President’s calming words of unity were most welcome.
While mass communication has changed dramatically since the days of the Pony Express, direct mail’s potency has proven to be remarkably enduring. With response rates anywhere from 10 to 30 times higher than that of digital (especially among Millennials; more on that in a bit), direct mail continues to be one of the most valuable forms of marketing communication. The following tips will help ensure your next direct mail campaign is appealing and persuasive—and packs all the punch of a presidential inaugural address!
Simply put, personalization makes all the difference. An Epilson survey found that 80% of consumers are more likely to do business with a company if it offers personalized experiences. Meanwhile, 90% said they find personalization appealing.
Consider popular services like Netflix, YouTube, and Amazon. All three offer a level of personalization—whether it’s purchase suggestions or recommended content—that is second to none. The end result is a more satisfying customer experience.
With direct mail, the effect is similar. Personalizing your messages strengthens the relationship with your contact, increasing the likelihood they read your direct mail piece and respond to your call to action. Particularly impactful is the personalization of a specific offer, such as a refinance piece sent to a borrower with a high interest rate or a letter to a veteran that details VA loan options.
The right content
Don’t think of your direct mail piece as a marketing opportunity. Consider it a chance to connect one-on-one with a customer.
Messages written in clear, everyday language work best. Remember that you’re writing to an individual—not a crowd. Shorten those sentences, skip the complex words and technical terms, and don’t be afraid to inject a bit of personality.
If your direct mail piece makes customers feel like you are speaking directly to them, they will more likely trust that you understand their needs, have a unique solution to their problems, and will deliver in your promise to assist them.
The right design
A direct mail piece is more than merely pictures and text—it’s a reflection of your brand and your business. Weigh and consider every element of your direct mail piece: from images, colors, and fonts to layout and paper. A design that is attention-grabbing yet professional will help boost credibility and fully engage both prospects and customers.
A level of trust
Thanks to social media, consumers have more of a voice than ever before. As a result, trust has become more important than ever in influencing a business’ success. According to PwC’s Global Consumer Insights Survey, 35% ranked “trust in the brand” among their top three reasons for shopping at a retailer.
As the old adage goes, when prospects and customers trust you, they are more likely to do business with you. Direct mail content that establishes a level of trust is essential. Be consistent and transparent. Offer (and deliver) exceptional customer service. And never promise a solution you can’t follow through on.
They are your grand finale, your curtain closer, your hook, line, and sinker. Your call-to-action (or CTA) is the statement designed to provoke an immediate response.
The best CTAs remove any sense of hesitation, instilling a sense of urgency in prospects and customers alike. They utilize convincing command verbs, are direct and concise, and provide strong reasons for taking action. End that direct mail piece with a bang and make your CTA as highly motivating as possible.
Don’t forget this demographic
And here’s a bonus tip for your direct mail campaigns: target Millennials! According to “Still Relevant: A Look at How Millennials Respond to Direct Mail” (a study conducted by the U.S. Postal Service), 64% of this demographic would rather scan for useful info in the mail than email. Other key takeaways: 77% pay attention to direct mail advertising; 90% think direct mail advertising is reliable.
When done strategically, landing direct mail in Millennial mailboxes can deliver high open rates and create strong leads.
While new forms of marketing garner much attention, direct mail continues to be a vital tool for many businesses. If you’re ignoring this beneficial strategy, it’s time to discover what direct mail can do for you.
Now that SoftVu and LoyaltyExpress are on the same team, you have access to our world-class direct mail content. An omnichannel approach to your marketing strategy empowers your brand. Reach out to us today.