How to Make the Most Out of Your Direct Mail
Are you a kindle girl, or a paperback jack and hardcover lover? It may be nice to “always have your books with you” with a digital user interface, but you really can’t beat the touch (and even the smell) of a real book. Ain’t nothing like the real thing. Who knows the journey it’s been on – whose hands it’s been held by? It’s exciting, authentic and holds a story, literally and figuratively. These, among many reasons, are why people ultimately prefer physical books. “67 percent of Americans have read a paperback in the past year, and 39 percent of people only opt for print. Contrastingly, 29 percent of readers use both formats, and only 7 percent exclusively consume books digitally,” (Oprah Magazine).
Does this idea transfer over to the physicality of direct mail? You bet. Unless we’re somehow completely avoiding technology (which these days is impossible), we’re constantly bombarded with digital ads and emails. To be specific, Americans receive an average of 605 emails a week, compared to only 16.8 pieces of mail. Basically, for every 36 emails coming in, only 1 piece of physical mail is received. Physical postcards, packages, pamphlets, or whatever else people can get their hands on all work to cut through the digital noise.
Pages…Chapters…No, Books of Stats
Not only does direct mail stand out among digital mail and ads, but its’ impact lasts much longer. “The average lifespan of an email is 17 seconds, compared to direct mail’s average lifespan of 17 days,” (Compu-Mail). What’s more? Direct mail has some serious ROI…
Direct Mail for Dummies
Here are some best practices if you’re new to direct mail or looking to improve:
Economize Words
As humans, we don’t like to read more than is absolutely necessary (unless we’re looking to get lost in a good book). The best direct mail uses clear and concise points. And, when in doubt, ask one simple question: Is this sentence absolutely crucial to the point/pitch? If it’s not, cut it. The best mailers are short and sweet.
Prioritize Graphics
The best parts of your favorite childhood book were the enjoyable illustrations and unique pictures. The same goes for eye-catching direct mail. Clean, attractive graphics can convey complex information while cutting down on copy. And, don’t forget to keep your brand standards in mind when picking graphics. It will help to remove the guesswork for your recipients.
Consider the End Product
While you’ll want to focus heavily on images and copy, remember to carefully consider format, envelope, finish, feel, etc. – and don’t be afraid to think outside the box (or in this case, the envelope). Remember, humans are tactile beings, and first impressions are lasting ones. Give them that nostalgic feeling they have when physically turning the page, or opening up an envelope or package.
Recommendations & Specifications
Trying to economize mail expenditures and use the most cost-effective option? If so, it’s best to follow the Post Office’s guidelines for postcard mailers:
Must be…
- Rectangular
- At least 3.5” high x 5” long x 0.007” thick
- No more than 4.25” high x 6” long x 0.016” thick
Want to stand out and attract attention?
Consider opting for:
- Larger postcards (6’’ x 9” or 6” x 11”)
- Bi-folds, Tri-folds, Iron-cross formats, or Extra-large (9’’ x 12”) mailers
- Dimensional mail that use boxes or bubble envelopes
Final Edits
A lot of writing, editing, rewriting, and finalizing goes into a good book. The same goes for direct mail. It’s only as good as the considerations you make before sending it. Here are some questions and considerations to keep in mind when creating your next piece of direct mail.
Questions
- Who is my target audience?
- What would resonate most personally with my audience?
- What could I do with direct mail that hasn’t been done already?
- Am I taking full advantage of personalization?
- Can I convey my message faster/more clearly?
- What tangible offering would best capture the attention of my audience?
- How will they respond or access more information?
- What response mechanisms will best serve my organization?
Considerations
- Creativity counts – think about what will stand out in a crowded mailbox.
- You’re only as good as your data – reliable list compilers make a difference.
- Response is a direct reflection of the offer – make sure it’s enticing and engaging.
- Provide as many options for response as possible – PURLs, QR Codes and BRCs are all great options.
- Tie in a corresponding digital ad component when possible – multiple connections maximize results.
The Paperback & The Kindle
Remember when we mentioned that people saw some serious ROI from combining digital and direct mail? That’s because it’s the best of both worlds – the old nostalgic world, and the new fast-paced world – combined. Marketers have noticed some remarkable returns from the combo, like 40% conversion rates, 68% increased website visits, 63% increased response rates, 60% increased ROI, and more.
So, are you ready to get the most ROI out of your direct mail and cut through the digital noise? Contact us to start brainstorming your next campaign today.
