With the steady increase of technology and digital marketing, the popularity of direct mail marketing seems to be decreasing, or you would think it is. However, direct mail is just as effective, if not more, than ever. Direct mail can be a very powerful marketing tool if executed correctly. According to a USPS study, direct mail recipients purchased 28% more items and spent 28% more than non-direct mail recipients. In today’s blog post, we will go over direct mail marketing best practices and show you how and to work it and rock it.

“The whole is greater than the sum of its parts.”

It usually takes more than one mailing to get spectacular results. Prepare to send multiple waves of mailers and do A/B testing. Don’t  forget to integrate direct mail into your overall marketing efforts for the full marketing effect. Direct mail marketing ties in with so many other marketing channels. It can be used to generate traffic to a particular location whether it’s a brick and mortar store, a company website, social media account, email, events, and so much more.

Personalization is Crucial

Personalized direct mail campaigns improve relevancy and response rates. Personalization can enhance the viewer’s inclination to read your direct mail piece by creating a sense of familiarity. Names are very powerful things. People are conditioned to respond to their name, so even if they didn’t intend to look at your mail piece, there’s a high chance that their name will catch their eye. This technique drives a more personal connection from the get-go.

Provide Different Ways to Respond

Make sure to provide your recipients multiple ways to respond to your direct mail piece to accommodate their varied preferences. This means postage postcards, phone numbers, URLs that take recipients to a specific landing page, QR code, and coupons that be use in person and online.

Make Your CTA Clear

You’re sending your direct marketing campaign because you want a response, so make sure your CTA is prominent and easy to understand. Let your prospects know about your brand, products, and services; let them know why they need it; but don’t stop there –  tell them how to get it. Make it easy for people to respond to your CTA. Once you have told your audience what you want them to do, make it easy for them to do it.