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How to get direct mail opened and read
Sending direct mail has a significant effect on customers because it offers an entirely unique and personal experience for them. Whether the piece of mail is a fundraising letter, newsletter or simply a promotional postcard, there is a lot of weight in that letter that can most likely bridge the gap between the company or organization and those they are trying to reach. But the only way businesses are going to get their direct mail read is if they make the campaign as relevant, segmented and accurate as possible. Without address verification and correct contact information, companies will end up sending mail to the wrong people who may not be interested in what the mail piece has to say at all. This could be a loss of time and money.
Getting direct mail opened and read is an important part of every campaign. Just because a letter or piece of mail reaches a consumer doesn't mean they are necessarily going to open it. That is not a promise, and companies need to make sure they do everything they can to have clients interact with the piece of mail. That means offering a great message, designing well and sending to the right people at the correct address. But there are also little key details that come into play in order for people to read a piece of promotional mail. Here are four important factors to take into account when employing mailing campaigns:
1. Be hyper aware of the design
The design is everything because it tells the readers where to look, what to read and how to read it. If the design is confusing or has too many words and pictures, customers will get overwhelmed or disinterested in the piece of mail and toss it aside prematurely. Instead, go for a simple design, a short, yet significant message and engaging photos or images.
2. Stand out
If mail does get delivered directly to the customer's address, it's not a sure bet that they will open it. A lot of other mail also arrives at people's houses or places of business and they may not always open everything. In order to have the marketing message read, stand out in the mailbox either with color, text, design size or any other variable. Always be tasteful but have it draw the person's attention toward it without even seeing the other piece of mail.
3. Use variable printing
Business 2 Community pointed out that variable printing, the strategy of printing different types of mailings off so they stand out in the mailbox, helps return on investment. Unique pieces of mail make people feel special, especially if they are addressed by their own names and have a personalized offer included.
4. Keep trying
One of the greatest aspects of direct mail is that it is so malleable. Campaigns can change at the drop of a hat and marketers can alter up the routine to see if it will yield better results. If one campaign in particular fails, try changing something and moving forward with a different plan. Don't give up, and it will eventually hit the right note with clients.
