January 12, 2012
5 Creative Direct Mail Tips to Boost Response Rates
Face it, a plain old envelope just doesn’t cut it anymore. Direct mail can get your foot in the door, but creative direct mail will REALLY get you noticed.
Despite the move to electronic media, mail still lands on people’s desks. All too often, it stays there, ignored at best and unopened at worst. But these five creative direct mail tips will move your package to the top of the heap and bring you the response you want.
- Give your package a facelift.
White envelope. Typewritten address. Bulk mail stamp. Been there, seen that, and in the trash it goes. The easiest way to get people to ignore your direct mail package is to make it look like everyone else’s. So make it look like nothing else in the stack.Use bright colors like red or purple for your envelopes. Customize your bulk mail stamp to look first-class. And the choices for lettering are endless. Some businesses use elegant fonts to make their packages more prestigious, while others use handwriting fonts to make them look like they came from an old friend.
- Ask a point-blank question.
Maybe your prospects aren’t thinking about what you’re selling right now, but a creative direct mail package that asks the right question will change that. Are they saving as much as they could? Are they getting what they need from their current provider? Do they need your services after all?The outside of your package is the perfect place to ask these questions. If they seem urgent enough, they’ll pique the readers’ interest, motivating them to open the package and see if you have the answers they didn’t realize they needed.
- Throw in a freebie.
Everyone likes free stuff, whether they need the item or not. But when the free thing is something they MIGHT need, they’re really excited about getting it.If you want to give away a free item, make sure it’s relevant to your business.Do you sell art supplies? Send a little paintbrush. Cooking supplies? A meat thermometer is perfect. The item should lead to an interest in your products.
But the benefit won’t come if you don’t imprint your company name and address. These freebies are meant to raise your profile, so give your prospects something they’ll use all the time and will remind them of your company.
- Start a conversation.
While Tip #2 asks a question, this tip seeks to find the answer. Marketing is a dialogue between a business and its customers, and there’s no better way to create one than to ask prospects for feedback.If you’re mailing to prospects, ask them what they want in a company like yours. If they’re new customers, ask for feedback on your products and customer service. If they’re lapsed customers, ask what you can do to bring them back.This isn’t a hard sell – it’s a way to gauge interest in your business and find ways to better meet your customers’ needs.
- Think outside the envelope.
Envelopes can be changed to be more attractive, but a different kind of package will make your pieces REALLY pop.It costs more to send a 3-dimensional package such as a cardboard tube or box, but it definitely won’t be overlooked. In fact, non-envelope containers are a great way to send the freebies from Tip #3. Or send your regular piece and know that it’ll get the attention a regular envelope doesn’t.
Creative direct mail packages are essential to boosting your response rates and your sales. So raise the stakes – put together a package your prospects won’t forget!
For additional ideas on boosting response rates, download our free resource guide: Boosting Direct Mail Response Rates: 13 Ways to Drive Emotion.
Posted in Direct Mail Production
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