In the age of internet marketing, direct mail is still one of the most effective tools of marketing. According to data provided by the Direct Marketing Association, response rates in direct mail marketing are far ahead of all the other online marketing campaigns (social media marketing, email marketing, etc).
However, there are some important points that should be acted upon if you want to get the best response rate from your direct mail marketing campaign.
MAIL LIST MANAGEMENT GIVES THE EDGE TO DIRECT MAIL MARKETING OVER EMAIL MARKETING
We all know that with electronic mail marketing, most people don’t consider reevaluating their mailing lists due to two major reasons. Firstly, they are not spending any significant amount of money on every email i.e. you can send thousands of emails with just one click and that’s why you don’t care much whether a certain email address is inactive or not.
Secondly, in email marketing, marketers are aware of the fact that the response rate is going to be minimal. They don’t want their mailing lists to be shortened by mail list management tools even though most of the marketing emails end up in spam.
Since there is no spam partition in home mailboxes, it’s very likely that the recipient will open your mail. This automatically increases the chances of getting more eyes on your offers and products.
Apart from that, if you don’t manage your postal mailing lists, there are chances that you will be sending more than one mail to the same address. Getting the same mail again and again can infuriate prospects and customers. It might turn them off for good and they’ll never entertain you ever.
With mail list management, you can remove all the duplicate addresses that don’t fulfill postal requirements. You can also easily add new addresses to your postal mailing list to get more responses.
DO SAMPLE TESTING BEFORE GOING BIG TO PRODUCE BETTER RESPONSE RATES
Before going for a bigger direct mail marketing campaign, it is better to do sample testing first to ensure better response rates. Try different promotional offers in different mails and send it to those recipients that are most active.
The mail that gets the best response out of all can become your template. Now, send them to all the addresses on your postal mailing lists. Even though you have to put effort in doing sample testing, but it can pay off for you with higher response rates.
ADD THE ‘INTRIGUE FACTOR’ TO YOUR MAIL TO INCITE RESPONSE
You can’t improve response rates if your mail only contains boring (for recipients) information about your business. You have to catch the eye to elicit a response. Make sure that the language you use is engaging. There should always be something in the mail that automatically incites a response from the recipients.
Offer some new product or service. Provide discount coupons. Or have a limited-time sale. Include information about new and exciting stuff to catch imaginations, making recipients curious to find out more about your business.
Learn more about best practices of direct mail marketing for better ROI.
