5 Tips To Boost Direct Mail Marketing Response Rates
You can get an average of 4-5 responses for every 100 customers that receive your mailer. The response rate may seem low, but is considerably higher than email marketing response rates that fall below one percent. Fortunately, there are easy tips to follow to help boost your direct mail marketing response rates. Here are a few:
- USE PURLS IN YOUR PRINT MATERIAL.
PURLs, or personalized URLs, are revolutionizing the world of marketing. Personalized URLs work as a unique landing page for each person on your mailing list and can be customized to target each person’s needs and interests using audio, video, text or graphics. Having personalized URLs in your mailer makes it interactive, thus driving higher response rates up to five times over. Personalized URLs give a new meaning to targeted marketing and direct advertising.
- GIVE MULTIPLE POINTS OF CONTACT.
Getting your audience to respond to your direct mail campaign is the main objective, and the easier you make it for them to respond, the better. You need to prominently display all pertinent contact information like phone number, email, and website. People are regularly on their social media accounts, so including your social media information would be recommended as well. The effectiveness of using QR codes on marketing material is still debatable, but QR codes would be one more option for your customers to respond. The idea is to drive more responses by giving your customers the freedom to contact you through the channel that is most convenient for them. Be sure to include your contact details in every marketing material for easy reference.
- USE A CLEAR CALL TO ACTION.
This is essential in any marketing material. Providing all of your contact details on your mailer would be a waste if you don’t tell your customers what to do. Your call to action has to be compelling by highlighting a benefit (free, guaranteed, risk-free etc.) that your customer will find hard to ignore.
- CREATE URGENCY.
Give your customers a reason to respond, and to respond NOW. Provide a limited window of opportunity for your customer to take advantage of what you are offering, as well as emphasize what they could lose if they don’t take action right away, or that the opportunity may not come again. Give a deadline, advice them of limited stocks, or an offer good for a preset number of customers. Creating a sense of urgency will move your customers not just to respond, but to respond right away.
- OFFER SOMETHING TO YOUR CUSTOMERS.
Potential customers are more likely to respond when they are already holding the promise of something in their hand – this could be in the form of a coupon, a discount card, or maybe even a product sample. The more tangible your offer, the higher the response rate will be. Be clear and direct with your offer – customers will not waste time trying to figure out if they understood the offer correctly; if anything, a confusing offer may even make customers suspicious of your business.
Practice these tips in your next direct mail campaign. Better yet, work with the experts at Adpost and have your mailers designed with your target audience and marketing objective in mind.