4 ways to increase your direct mail response rates

Direct mail marketing can be a fantastic way to boost brand awareness, promote special offers and connect with your customer base. When implemented using well designed and well printed products and a high quality list, direct mail campaigns have very impressive results. Customers often see direct mail as more trustworthy than other forms of advertising and are much more likely to take action on receiving relevant promotional materials.

If you’ve already begun planning a direct mail campaign, or if you’re thinking about using direct mail in the near future, take a look at these four tips for increasing your response rate, and maximising the impact of your direct mail out.

1. Use a high quality list

The mailing list is the cornerstone of every direct mail campaign and using an up to date, high-quality list is essential if you’re going to see a good response rate for your campaign. Thousands of people move house every month, so if your list is even a year out of date, there’s a chance that a high percentage of your target customers will no longer be at the same address. The more up to date your customer information is, the easier it will be for you to build a comprehensive, and relevant, mailing list.

2. Include a call to action

Even if they’re interested in your brand and the products and services you offer, a lot of people won’t take action unless prompted. You can encourage new and existing customers to visit your online shop or physical premises by including a call to action in the mail out. Try to align this call to action with the main motivation behind your mail out. For example, if you’re promoting a new product then offer customers a limited time special offer for that product.

3. Personalisation

According to @DMA_UK, “BMRB Research, sponsored by Royal Mail concluded that 51% of people are less likely to open a piece of mail if addressed ‘to the occupier.’” By personalising your direct mail campaign, you can dramatically increase its chances of success. Although addressing each piece of mail to each customer may take more time and planning, it can produce impressive results, making it well worth the effort.

4. Use high quality printed products

If your mail out is printed on flimsy, cheap looking paper, customers will probably throw it straight in the bin. Invest in good quality paper, professional printing, and professional design to help make your pieces stand out from the crowd and grab your customers’ attention. If you want to go that extra mile, you can use printed or personalised envelopes as well. The more you can make your mail look different from the letters and bills that drop through your customers’ doors every day, the better.

Find out more about planning and implementing a successful direct mail campaign by taking a look around our site today.