Despite everything you may have heard about mail, it is not dead — especially when it comes to reaching potential customers. According to the latest information available from the Data & Marketing Association, direct mail response rates increased from 5.1% in 2017 to 9% in 2018.
If you are looking to improve your direct mail campaigns and increase your response rates, here are three tips for making it happen.
1. Stand out in the mailbox.
The first goal of any direct mail campaign is to stand out in the mailbox by changing up the material or size of the mailer being used. One unique option is using plastic mailers. The heavy material and lamination combined with the option to include pop-off cards and key tags help the item stand out in any mailbox.
2. Make it personal.
When it comes to how they interact with brands, consumers want personalization — as long as it doesn’t become too creepy or invasive. If you want to ensure better response rates for your direct mail message, make it personal, but just to an extent. That includes using first or last names and sharing offers that are in-line with the needs of the recipient.
3. Make it omnichannel.
There is no one perfect way to engage your customers or potential customers. Instead, it takes a multi-pronged approach that can include digital advertising, email marketing, and direct mail. In fact, direct mail options, including plastic mailers, helps to increase omnichannel campaign performance by as much as 63%.
The success of direct mail makes it an effective tool for reaching customers, but that doesn’t mean you should not be looking for ways to constantly optimize your campaign.