Things to know before you put together a mailing.
- The 40/40/20 Rule of Direct Mail: Most direct mail experts agree that the success of your direct mail campaign depends 40% on your mailing list, 40% on your offer, and 20% on your creative
- Segment your data (mailing list) and use copy and images (photos & graphics) that speak directly to your clients and prospects based upon their segment. You wouldn’t speak to a senior age male the same way you would speak to a 20-something female would you? Of course not. So speak to your direct mail recipients based upon what you know about them and the pay-off will be higher response rates, increased customer loyalty and a greater lifetime value per customer or donor.
- Remember, 99% of Direct Mail includes some kind of an offer, whether it’s a free trial, coupon, special sale or information. What’s your offer?
- Once you have an offer in mind, make that the goal of your mailing. A
single idea usually works best. Choose your thought and convey it clearly.
- It may seem fundamental, but be sure to include all the necessary information (i.e., a contact name, address, toll-free phone number, expiration date, etc.)
- Remember, your headline is critical. Make it stand out. Talk directly to your audience and promise a benefit.
- Capture your busy reader’s attention with subheads outlining key points. Make your reader want to take the time to read on.
- Keep your writing short and simple. Write, edit, edit and then edit again.
- Personalize it. Write to a person. Outline how your offer will benefit them.
- Use an eye-appealing layout that’s not too “busy.” Remember white space and short copy. Don’t distract with multiple fonts or too many colors. You want to direct the reader’s eye – not confuse them. Ask yourself this question: Does this look professional?
- If you use photos, be sure to make them large enough to attract attention and build interest. A reader’s eyes will naturally go to the largest photo first, then the second, and so on.
- Give your reader choices when it comes to responding – a toll-free number, e-mail, response card, personalized landing page (aka splash page), mailing list request, etc. (Note: Once they respond, be sure you get the information, offer, product or brochure into their hands as quickly as possible.)
- Make it easy for your customer or prospect to respond by pre-filling/personalizing the response card, providing a business reply card or envelope so that the client does not have to pay for postage, and by perforating the reply form if a coupon or response card is used.
Why choose Direct Mail?
Radio, TV and print advertising are all good advertising choices, but you may have chosen Direct Mail as a significant part of your marketing plan. And why not? It works! In 2003, 48% of companies increased their Direct Mail budgets. And, recent statistics show that more than half of all adults prefer to receive advertising and promotional items through the mail.* With Direct Mail you can target your audience more specifically than mass media such as TV and radio. Direct Mail is a great way to support your marketing in other media like e-mail, TV and radio. Synergy in all of your communications can give you a powerful edge.
*Source: The Direct Marketing Association's Statistical Fact Book, 2008.
What are the advantages of Direct Mail?
- Targetability - You can target consumers by location, product interest and previous purchases.
- Reach - You can reach nearly every household in your potential market.
- Maintenance - You can build a great relationship with your customers - and prospects - with personalized mailings.
- Tracking - You can track responses with coupon redemption and response cards. Direct Mail is clearly the most measurable direct marketing medium.
- Precision - You can get highly-detailed product information, or samples, right into the hands of those people who want it.
What to avoid in Direct Mail.
- Consumer perception - Most consumers consider a lot of Direct Mail to be "junk mail." You can avoid this misconception by making your mailing as professional and valuable to your potential customer as possible.
- Outdated mailing lists - Using the most up-to-date customer list will prove to be the best use of your time, effort and budget as possible. You can access the most c
urrent industry mailing lists right here on this Web site or through your corporate marketing department. Remember the 40/40/20 rule!
- Low response rates - A successful response rate is considered that of two or three percent. This means that up to 98% of the people you market to will reject your offer. Consumers tend to open Direct Mail that most interests them - things they're already familiar with. This means you have a great opportunity to build on your relationship with your customers.
- Increased costs - Like all other business expenses, Direct Mail costs are rising. Still, it's one of the most cost-efficient of all media.
Which should I use: First Class or Standard Mail?
Standard Mail will bring you more responses, while costing you less.* Your only other consideration would be timing. If you want to expedite your mailing process, you might consider First Class for your mailing. This may get your Direct Mail piece into the hands of your customers a day or two sooner.
*Source: The Direct Marketing Association's Statistical Fact Book, 2008.
Which is better: Postcards, letters or self-mailers?
Postcards usually cost less and generate a large number of responses. Direct Mail packages or letters should result in better sales leads. Self-mailers are less expensive to print and mail than envelope mailings, but work best when used in a series for marketing seminars or multiple products. Again, it's your choice - depending on your budget and needs.
When is the best time to send out Direct Mail?
If you participate in a co-op advertising program, use your co-op budget deadlines as a guide for planning your marketing initiatives for the year - then, spend accordingly each month or quarter. Review the possible campaigns and make your choices. You can choose sales specials, seasonal promotions - whatever your preference. If you do not participate in a co-op advertising program, plan on creating events and offers based on seasons, holidays, customer behavior, etc. Ideally you will want the recipients to have your mail piece in-hand at least one week before your event, and at least 2-3 weeks before the expiration date of your offer. Remember too, that it may take several business days to reach your prospects and customers - so plan accordingly.
How cost-effective is Direct Mail?
Direct Mail is still the number one marketing method used by marketers.* And don’t forget, you can also realize savings through corporate programs using volume purchases and/or your co-op marketing program.
*Source: The Direct Marketing Association's Statistical Fact Book, 2008.
How long does it take to create a Direct Mail piece?
Online, it literally takes just minutes to create your own Direct Mail piece. After that, the overall production/fulfillment process usually takes about five business days. That means your customers should receive your Direct Mail piece in about 7 to 10 business days.
Which mailing list should I use?
You can select your own list (which you can upload to us) or one of ours (via this Web site or your corporate marketing department). Your list can be organized by ZIP codes, customer segments or other information. It's your choice. The most important factor is to choose the freshest, most up-to-date industry mailing list.
What kind of a response can I expect? How can I enhance my response?
Variables that you can use to influence and increase your response include, an offer, relevance to audience, time-sensitive information, clear concise contact information, a strong "call-to-action," and synergy with other media and communications. The last components are planning and timing.
After you've decided what you want to do, allow yourself enough time to create and send your mailing. Even though it takes just minutes to develop a campaign, you obviously want to give yourself a little lead-time to ensure a special sale or holiday campaign is delivered on time.
While results will vary from campaign to campaign, the ideal response rate is approximately two to three percent of recipients (based on the behavior that you are looking to achieve such as a phone call, a purchase, an in-store visit, etc.) For the most part, in business-to-business communications the response rate is one percent. Business-to-consumer responses average around one-half percent. Again, results can vary significantly depending your creative, mailing list, timing, offer and other criteria.
Direct Mail Facts
Did You Know?
- That even though most people claim they would like to receive less advertising mail, 31 percent find it interesting?*
- That 51% of adults would prefer to receive advertising and promotional material through the mail than by other means?*
- That previous customers are more likely to respond to Direct Mail offers?*
- That 48% of companies increased their Direct Mail budgets in 2007?*
- That Direct Mail is still the number one selling method used by marketers?*
*Source: The Direct Marketing Association's Statistical Fact Book, 2008.
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