Your Guide to Increase Direct Mail Open Rates
Direct mail remains one of the most effective ways to connect with your audience, offering a tactile and personalized experience that digital channels simply can’t replicate.
Where do you begin?
Getting recipients to open and engage with your mail is the crucial first step. At Direct One, we specialize in helping businesses maximize their direct mail campaigns, and we’ve outlined proven strategies to maximize your open rates.
Optimize Mail Appearance
Your direct mail piece has one shot to grab attention in a crowded mailbox. A standout design ensures it’s looked at rather than tossed aside.
Use Creative Envelopes: Unique envelope designs immediately pique curiosity. Full-color, full-bleed envelopes really stand out in the mailbox next to a stack of white ones. Metallic, neons or other unique inks can also create interest. Other ideas to consider are using unusual sizes, textured envelopes, or even clear envelopes that showcase a teaser of what’s inside. The use of these sensory or tactile interactions can even help you qualify for a postage discount using the USPS' Sensory, Tactile & Interactive postage discount (4% off postage).
Skip the Envelope: Postcards and self-mailers eliminate the barrier of opening entirely. The recipient’s eyes are instantly drawn to the message, offer, or call-to-action.
Consider an Elevated Paper Stock: There are so many stocks available on the market including glitter, pearlescent, holographic, plastics, magnetics, wood and other textures. Any of these can add interest to a mailpiece and likely allow for the USPS' Sensory, Tactile & Interactive postage discount (4% off postage).
Add a Teaser Message: Simple, intriguing phrases like “Exclusive Offer Inside” or “You’re Invited!” create anticipation and increase the likelihood of the recipient opening the envelope.
Leverage Personalization
Personalization is a game-changer in direct mail marketing. Tailoring your message to the recipient’s specific needs and preferences ensures it feels relevant and engaging. With the use of digital printing, Direct One can print 1:1 direct mail pieces that talk directly to your customers. For example, the use of name, color preference, product preferences, and offer thresholds can all be curated to one specific customer. We can print this highly personalized mail piece all together in one campaign at a cost-effective price. Some personalization ideas to consider:
Address the Recipient by Name: Personalized greetings make the recipient feel valued and recognized. This can be done in text and in imagery and not just on the address label.
Mention Relevant Details: Use data like past purchase history, geographic location, or expressed interests to craft targeted messaging. Personalized words or phrases can be used as well as personalized imagery, graphics or photography.
Highlight Exclusive Deals: Offers that feel custom-made, such as “Just for You” discounts or VIP invitations, create a sense of importance and urgency. Promotions can also be personalized based on interests or needs. You can send different people within your mailing list the same postcard but with different offers, so they can truly be "Just for You" offers.
Timing and Frequency
Strategic timing and careful planning of your mail delivery can significantly impact its effectiveness.
Choose the Right Timing: Residential mailers tend to perform better when delivered mid-week, while B2B campaigns often see more success early in the week.
Avoid Over Mailing: Bombarding your audience with too much mail can lead to fatigue and disengagement. Aim for consistent but not overwhelming frequency. Some suggest every 21 days (approximately 3 weeks) as a good starting cadence.
Factors to consider that could affect timing and frequency:
Industry: Some industries may require more frequent mailings due to higher competition, like travel, compared to others like insurance.
Campaign Goals: If you're launching a new product, you might need to send more frequent mailers to build awareness quickly.
Budget: Your budget will influence how often you can mail, but even with a limited budget, consistent, well-timed mailings can be effective.
Target audience: Consider how receptive your target audience is to receiving mail and tailor your frequency accordingly.
Provide a Clear Call-to-Action (CTA)
Every direct mail piece should leave no doubt about the next step the recipient should take.
Make the CTA Bold and Direct: Phrases like “Claim Your Offer Today” or “Scan to Save” clearly communicate the intended action. Factors to consider when crafting your CTA:
Urgency: "Limited time offer", "Act now", "Offer ends [date]".
Benefit-driven: "Get a free gift with purchase".
Clear action: "Visit our website", "Call us today", "Scan this QR code".
Personalization: Tailor the CTA to the specific recipient based on their needs or previous interactions
Enticing offer: If you're offering a discount or some sort of promotion ensure it's relevant enough to entice customers to take action. As an example, saving 5% might not make it worth their while, but 20% gets them into your store. With personalization you can A/B test different offers and determine what offers perform best with your customers.
Offer Easy Response Options: Simplify the process with QR codes, personalized URLs (PURLs), or toll-free numbers that connect the recipient to your campaign instantly. PURL clicks can be tracked back to specific customers on your mailing list to review results and determine the performance of the personalized offer or response rate. Additionally, a QR code that links to mobile shopping or mobile donations could receive a 3% postage discount using the Integrated Technology mailing promotion from USPS.
Depending on the industry, some examples could be:
Retail: "Shop our new collection online now"
Healthcare: "Schedule your appointment today for a free consultation"
Real Estate: "Get a free market report for your neighborhood"
Charity: "Make a donation and double your impact"
Service Business: "Book your service online and save 15%"
Segment Your Audience
The more specific your targeting, the more effective your campaign. If you can personalize the mailing the response rate will be higher because you'll be talking directly to your customer right where they are.
Segment by Behavior and Demographics: Divide your mailing list into groups based on factors like purchase history, interests, or location.
Send Tailored Messages: Customize the content, tone, and offers for each segment to ensure maximum relevance and engagement.
By applying these strategies, you can elevate your direct mail campaigns and see significant improvements in open rates and engagement. At Direct One, we’re here to help you create data-driven, highly personalized mail that stands out and drives results. Contact us today to learn how we can transform your direct mail strategy!