The Secrets to Getting More of Your Mailers Opened

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.