In my last column, I wrote about the importance of repetition in online marketing. But repetition is important in other forms of marketing, as well, and in particular for direct mail.
Typically only around 2% of direct mail pieces are actually received by your intended audience. The great majority of direct mail is simply tossed in recycling.
To increase your chances of success with direct mail, I suggest the following:
- use a greeting card-size envelope - - they are more likely to be opened than a standard letter size
- If sending mail without an envelope, use an oversized postcard so it stands out in the mail the possible customer receives
- Include the person’s name on the mail piece rather than “Resident”
- Include a return address
- Ideally, handwrite the envelope or use a font that makes it look handwritten
- Include a QR code so that people can check out your website directly from the mail piece
- Target the mail piece to the demographic most likely receptive to your product or service - - it’s more efficient and economical to send 100 direct mail pieces and get a 25% response rate (25 good leads) than to send 1,000 direct mail pieces and get a 2% response rate (20 good leads).
Most importantly, do not do a direct mail piece one time - - if you are going to spend money on direct mail, plan to do at least 3 if not 5 or more mailings. The more you repeat the mailings, the higher your response rate and the more likely someone will open the mail you have sent them.