Of course we all want every mailer sent out to be opened and
adored by potential customers, but unfortunately we can’t pin the success of a
mailer (or a business, for that matter) on hopes and dreams alone. Rather, it
takes hard work, great data, and a few tips from our list of best kept secrets
on how to get more of your direct mail pieces gaining the attention they
deserve.
1. Be Useful
You’re great at multitasking, right? Why
shouldn’t your mailer be, too? Beyond your company information or a great
offer, give consumers another reason to keep your mailer around by making it
useful. Give it dual purpose by providing your information and call-to-action
on something that can also be used in other areas of consumer lives, say for
instance, a task sheet or to-do list. Be as creative as you want with it. Just
make it useful.
2. Go in Strong
Easing in on your consumers is overrated.
Start strong. Lead your mailer with the offer or value up front. You have only
a small window of time to catch a consumer before their attention is shifted
elsewhere. It’s the first thing the consumer will see and may be all you have
time to squeeze in, so lead with your best offer.
3. Lumpy Packages Get Opened More Often
Simply put, make your mailer lumpy.
The allure of what’s causing the envelope to be misshapen is too much to be
passed over by many consumers. It may seem silly, but the near 100% open rate
isn’t. Trust us, lumpy is good.
4. Be Unique
Gather your team for a brainstorm session
and get your creative juices flowing. How can you deliver the message of your
mailer in a more creative
way? Think outside the box. If it costs a little more than usual, don’t fear it.
Just be smart and reduce the amount of prospects you send to – in this case, it’s
about quality, not quantity.
5. Create Lasting Power
The easiest way to linger in a prospects
home? A small tchotchke, but as stated in Secret #1, make it useful - a branded
pen, a magnet, etc. Your prospect may throw out the mailer, but they’ll likely
hold onto the token, so even if you don’t receive business immediately from it,
you’re business’s name is being seen over the long haul.
