While some people might think this is a dying medium, the reality is that it is still an extremely popular medium. According to USPS, direct mail accounts for 50% of all the mail they send. It is also a extremely effective way to get leads. If used correctly, the average ROI for this medium is 29%. And direct mail has been proven to resonate with people of all ages, including Generation Z, who have a 12% response rate to direct mail campaigns.
Even though direct mail is extremely effective, it still needs to keep up with the advancements of digital. Here are a few ways you can keep your direct mail performing in the age of digital marketing.
Choose an Appropriate Format
The first thing you need to think about when sending direct mail is the format. Are you looking to increase your brand awareness? Consider a postcard or branded self mailer. Do you want to promote your new services or products? A letter pack with a buckslip may be best. The format will determine the real estate you have to get across your message and call to action, along with the number of images or graphics that you feature. The size and format of a piece is equally as important as the content and design.
Pay Attention To Content
The content of your direct mail piece is just as important as the design. You want to keep it short and sweet, but also entice your customers. Use headlines that are bold and speak to the point of your piece. Use a call to action that will urge your customers to do something - call, visit, schedule, get, take, etc. Make sure that your CTA is time-bound, creating a sense of urgency for your customers. Lastly, proof your content for errors. There’s nothing more embarrassing than sending out a direct mail piece with a typo or grammar error. Not only does this reflect poorly on your team, but it will immediately turn your customers away from you and towards your competition.
Make It Personal
Nowadays, customers prefer personalized communication. Statistics show that 80% of consumers will do business with a company that provides them with a personalized experience. Traditionally, digital marketing allowed for the maximum amount of personalization but now with advancements in printing technology, you can customize each mail piece.
Use Appropriate Imagery
The better quality your images are, the more impact they will have on your customers. First, your images should be no less than 300 dpi (dots per inch). This will help your images to print at the highest quality and will help your overall piece look professional and crisp. Additionally, the simpler your images are, the better they will resonate with your customers. As an example, it's best to use images that don’t have busy backgrounds or a ton of text.
When it comes to direct mail, your mail piece should be well-designed, personalized, and formatted for your messaging. For more information about direct mail campaigns, please contact us today.