Did you know there are just 3 simple ingredients that make successful Direct Mail piece?
Yes, it really is just that simple; however, what ingredients you use and how you mix those ingredients together will ultimately define the relevancy and reach to your customer base (and only YOU know your customer base)!
So, what are those simple components, you ask?
All that your direct mailers need to have is:
– something identifying you or your business,
– a call to action (CTA), and
– a way for your customers to contact you.
The rest is up to you. Get as creative—or as minimal—as you like.
In this “digital age”, most people either overlook or forget entirely that direct mail exists. Even more of a surprise is that recent results show that direct mail has a response rate of 5.3%, which may sound quite small but to put that information into perspective, the same study showed the response rate for email is only an astonishing 0.6%.
Do you know what that is?
Well, there are a few reasons. Just like everything in life, it’s never “just one thing” that contributes to an end-result, it takes many moments and actions to lead up to any apex.
The biggest reason that direct mail still works so well is because it is interactive!
Because it is mailed to the customer, it actually MUST be handled and in someway visually reviewed before deciding what to do with it. Even if they decide to throw it away, they will (hopefully) read one or all 3 of those “ingredients” we mentioned above: identifying info, call to action, and contact info. (Helpful hint: usually a promotional offer, discount coupon, or a request to present the mail piece is a great way to get them to keep your name in their hands!)
I don’t know about you, but I love getting mail so, the more personalized your mail piece is the better results you will receive. You know your customer-base, and to reach them all in some way you have a find a common tie or something that might spark a sort of emotional response. Sometimes a handwritten note can make and entire mail piece seem a little more personal.
So to recap and kind of tie those first two reasons together, did you know that the “feel” of your mail piece can go a long way in reaching your customer? Yes, in the printing world many advancements have been made that allow for cost-effective applications of texture and even customization; one such advancement, digital foil. Foil-stamping used to be a long, tedious process that was definitely not cost-effective if you wanted to personalize something with foil because a die must be cast for the impression area to be foiled. But thanks to technology and some really cool material and equipment, you can have flashy, gold/silver foiled elements or even names on each piece that will allow for a more personalized item that is sure to catch the eye.
But don’t forget about that haptic (texture) elements! Have you picked up a piece of mail recently that almost feels like soft velvet?
There are many coatings and finishes available for printed materials today that can highlight, accentuate, or otherwise amplify the impact of the design and presentation of any printed piece. You can have a high-shine UV coating that makes colors pop. You can have that soft, velvety finish in combination with the digital foil for an overall elegant feel. So many possibilities, discuss with your mailing coordinator or printer about options available; you won’t regret it!
There are many ways that you can get creative with your mailing.
We mentioned earlier that this is the “digital age” and even though you might choose the printed approach to your campaign, you can incorporate digital elements into your design and call-to-action (CTA).
Have you seen those codes that you scan with your smartphone? They are called a QR code and they can do all sorts of things, from saving contact info to directing the scanner to your website. They are pretty amazing little bits of technology and can also be customized with your logo inside of them as a visual tie-in to your brand.
To keep this article from getting too long, we will just leave you with a final note and a reminder…
Note: most people do skim their mail before throwing it out, and if you have a creative piece that is colorful, textured, or personalized in some way then that might just be your saving grace from the vast abyss of the recycling bin.
And remember, your mailing specialist and printer will be your most helpful sources in creating and producing a successful mail piece and reaching your intended customer-base.
Communication is key in any relationship.
And direct mail is a valuable visual communication tool.
So what’s in your “communication toolbox”?
