4 tips to improve your direct marketing response rate

On February 7, 2018

Printed media isn't dead. In fact, direct mail gets a great response rate for marketers. The Data and Marketing Association (DMA) found that in 2017, direct mail's household response rate was at its highest ever. In the digital sphere, emails are also an effective means of reaching customers, with the same source reporting that the median ROI for emails is 124 per cent. 

One reason direct marketing gets such great response rates is that it's so versatile – there's all sorts of things you can do to improve the returns figures for your mailers. Here are some of the best:

1) Have something to offer

You want to reward your customers for choosing to open your mailer. So it's a good idea to include an offer, coupon or event invite, and make it exclusive to those who receive your mail. You can advertise what you're doing on social media to ensure customers know what's in store for them if they open your mail. 

DMA figures indicate email marketing campaigns get an ROI of 124 per cent.
Email marketing gets a median ROI of 124 per cent, according to the DMA.

2) Educate and inform

Likewise, you could also choose to provide valuable information or insight in your direct mail. For example, perhaps there's a new way of using your product or service that your customers might not have thought about? Including high quality educational material is a great way to drive queries.

It's important that you make your contact details a prominent part of your mailer if you're going to go down this route, as there's no point exciting your customers' interest if they don't know how to get in touch with you. 

3) Get creative

It's easy for direct mail and emails to go unopened, and the chances of this happen increase tenfold if your envelope is boring or if there's no attention-grabbing headline to your email. The DMA report found that oversized envelopes have the greatest ROI (at 37 per cent), followed by postcards. This is because oversized envelopes and postcards stand out far more than normal-sized, white envelopes that look the same as any old letter from the bank.

Choose colour, texture or even scent to really help your direct mail stand out and get opened. 

Get your direct mail opened by getting creative with it.
Oversized envelopes are a great way of ensuring your direct mail doesn't go unopened.

4) Follow up

It's a good idea to follow up a direct marketing campaign with a telephone call or second email. Just be wary that you don't want to seem like you're harassing anybody, so having properly trained call staff is essential. 

For more information on how to make your direct marketing a success, as well as access to a range of B2B and B2C mailing and email lists, contact The Prospect Shop today. 

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