Apr 19
3 Ways to Increase Direct Mail Response Rates
Direct Mail Postcards are not dead. In fact I am seeing increased response rates if done correctly. People get so much email they tend to delete majority of it.
Here are 3 ways to Increase your Direct Mail Response rates:
1) Design/Test/Design/Test your Headline. This is the most important aspect of the postcard. I would either include the name of the recipient or name of the company you are sending to in the Headline. Your headline should be interesting and spark some type of interest for the recipient. You need to use a Variable Data Printer to personalize each postcard. The best one I have found is PrintsMadeEasy.com
2) Buy a good mailing lists. There are thousands of companies that claim to have a good list. The more you know about your list the better you can personalize each message to the recipient. For example if you included age as one of the data fields you could design postcards that are targeted to that age group.
3) Target your message to one product or service. You may have many different products or service to sell but send a targeted marketing message so you can keep the recipient focused on what you are trying to sell. Too many times companies send out generic postcards and expect a high response rates. You can always drive people to a PURL landing page and mention your other products.
Our PurlBlitz software that will be released very soon will help your direct mail response rates especially direct mail postcards. Create thousands of personalized landing pages instantly.
April 21st, 2008 at 6:33 am
I just discovered your blog, Jim. Keep up the good work!
I love DM postcards. In this world of sound bites and online information “snacking,” the quick contact of a postcard makes a lot of sense. Much of the work of a DM specialist who is designing a mail package is getting the darn envelope opened. At least with postcards that isn’t necessary!
Here are two of my favorite tips / tricks with DM postcards:
1.) Be sure the call-to-action is on BOTH sides of the card. You cannot rely on the recipient to flip the card over to read your message.
2.) If you want to clean up a mailing list while sending a message, consider the First Class double postcard. It’s smaller than most other DM postcards (because it is mailed at a costlier First Class rate), but it comes back when it is undeliverable at no extra cost. It has the added benefit of providing a BRC card that the reader can use as a response option.
June 3rd, 2008 at 10:28 am
These are pretty awesome tips! I guess direct mail marketing is a good form of marketing because it is more targeted..^^..anyways thanks a lot for sharing these tips!