Three Tips to Better Direct Mail

Last Updated on Sun, 27 Nov 2022 | Marketing Education

If you want your direct mail to get a better response, to convert more new customers, do these three things:

1. Get a clean mailing list.

Clean, meaning current and updated. Mailing lists get stale because people move, and that means returned mail. The post office doesn’t like that. In fact, they have rules against it. This is especially common with in-house mailing lists and lists you may purchase from third parties who aren’t in the direct mail business, such as your local chamber of commerce.

To qualify for lower postage rates, the US Postal Service requires

“Each address and associate occupant name used on the mailpieces in a mailing must be updated within 95 days before the mailing date, with one of the USPS-approved methods…”

The most common method is the US Postal Service approved NCOA (National Change of Address) software, which can be purchased or leased from approved vendors. See that list of vendors here: NCOALink® Systems.

However, if you purchase your mailing list from a list broker or a mailing house (direct mail services provider) that list will most likely be clean. Be sure to ask and confirm that it is.

2. Make your campaign relevant.

A narrow and focused message, targeted to a narrow and focused audience, will get better response rate. Direct mail campaigns with broad, sweeping messages sent to wide demographic targets will get a lower response rate. Make the message relevant to the receiver.

3. Include an offer and/or a call to action.

There may be times when you just want to create brand awareness. But even if that’s your main objective, you should also include a an offer, and most definitely a call to action.

Potential Offers:

Discounts and coupons (not a fan).
Register for free prize to be given away; for example a Kindle (Let me know if you’re giving one of those away).
Free bonus when you purchase.

Calls to Action:

“Call this number: xxx-xxx-xxxx”
“Go to this special website: www.myspecialpromosite.com”
“Scan this QR code for more information…” (28 percent of smartphone owners have used mobile apps to scan barcodes)
“Watch this video….”

Want to learn how to do your own direct mail campaign on a budget? Get more information about my premium webinar here:

Continue reading here: Misleading Facebook Ad by Living Social?

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