Thanks to improved targeting and personalization strategies, direct mail response rates are more competitive today than other digital marketing approaches such as email, paid search, social media, and display ads.
That’s the word from Mail Shark, a leading direct mail marketing company based in Pennsylvania, and SprintPrint, a print media solutions company in Madison that works with clients in south-central Wisconsin, throughout the state, and around the country.
“I don’t think direct mail ever really went away,” say Jimi McPherson, a SprintPrint sales representative, noting an increase in the company’s direct mail projects in recent years as marketers realize digital platforms are saturated. “There just became a lot more avenues for businesses to contact and interact with customers and prospects. At worst, direct mail probably plateaued. Now, people are considering direct mail more strongly than they might have in the past.”
Total mail volume declined by almost 30 percent between 2006 and 2017, according to the United States Postal Service. That means mailboxes are less cluttered these days, giving direct mail pieces more opportunities to stand out.
According to Mail Shark, direct mail’s response rate for house lists has increased 173 percent since 2006, while the response rate for prospect lists has jumped 194 percent.
Studies show that consumers are more likely to trust direct mail and the companies that use it over anything digital. After all, a direct mail piece won’t give you a computer virus or steal your identity.
“The idea of junk mail used to be pretty pervasive,” McPherson says. “That has now completely moved over to the email realm. You don’t have a ‘spam’ mailbox in front of your house.”
To succeed at direct mail marketing, SprintPrint recommends adhering to the 40/40/20 rule developed in the 1960s by direct mail marketing pioneer Ed Mayer. The rule states that 40 percent of success depends on the mailing list, 40 percent depends on the offer, and 20 percent is based on format, design, and other factors.
With that in mind, here are four keys to an effective direct mail campaign, recommended by Mail Shark and endorsed by SprintPrint:
1. A solid mailing list
Keep your customer database up to date and accurate, and consider renting or buying additional lists. “Building a mailing list of well-qualified customers and prospects is the single most important aspect of any direct mail campaign,” according to Mail Shark.
2. A compelling offer
It must be appealing enough — preferably with a call to action — to prompt recipients to respond. “Always consider the customer’s point of view,” Mail Shark suggests. “What do they need right now? How can you meet that need at an affordable price point while doing it better than everyone else?”
3. Smart creativity
The effectiveness of a direct mail piece also is dependent on how it looks and feels. Make sure to adhere to the basics of good design, copy, imagery, and format selection.
4. Effective tracking methods
Every point of contact — including a phone number, a URL, coupons, and QR codes — should be unique and trackable. This will help attribute sales and leads to the right campaign, as well as help tweak future campaigns.
Contact:
Jimi McPherson
Sales Representative
608-277-7500
