Direct mail – longer letters lead to better response rates

Overall, direct mail still offers businesses of all sizes excellent response rates. According to DMNews, “The Direct Marketing Association (DMA) has found that direct mail boasts a 4.4% rate, compared to email’s average response rate of 0.12%.” This high response rate makes direct mail an excellent marketing tool for businesses looking to boost brand awareness, increase their turnover and connect with their target audience.

However, businesses may be able to improve their response rates even further by making a few small changes to their campaign materials. Simply increasing the amount of text in your mail out could have a significant impact on your response rates, helping you to connect with even more customers and ensuring your direct mail campaign achieves its full potential.

Why longer letters lead to better response rates

If your mail out has been properly planned and executed, your recipients should have a clear interest in your company or in the products or services you offer. This means that, when they open your letter, they’ll be looking for information about your business. Providing a good level of detail on your company, products and services will help to inform existing and potential customers. Giving customers a little extra detail can also help to build trust and encourage shoppers to take action and visit your online or offline store.

How to structure your letters

Even though customers like to see detail and information in a direct mail out, they still want the headlines first. Make sure the most important parts of your message are at the top of your letter. Use a special offer or a short piece of eye-catching text to grab customers’ attention and capture their interest. Once their interest has been piqued, you can back up your initial offer or statement with lots of extra information.

Personalisation  

Ideally, your direct mail out should be personalised as much as possible. Printing an individual customer’s name at the top of the page can have a big impact on the number of people who open your letter. What’s more, this kind of personalisation is relatively easy to arrange, especially if you work with an experienced printer. If possible, you could take personalisation even further by tailoring your offers and even your text to suit your various recipients.

Taking the time to write a long, informative letter shows your customers that you’re passionate about your business and the products and services you offer. Learn more about improving response rates, and boosting the quality of your direct mail campaigns, by exploring our site, or getting in touch with a member of our team.