How to put together a direct mail campaign

We all receive them. Many of us send them. And most people say they hate them. Putting together a direct mail campaign that works is a delicate mix of art and science.

More people like direct mails than you might think – so says a 2009 Marketing-GAP Tracking Study, conducted by fast.MAP and the UK's Direct Marketing Association, which found that 38 percent of consumers are happy to receive direct mail, and more than half are happy to receive marketing emails. But receiving a direct mail is one thing; feeling moved enough to respond is another thing altogether.

Average response rates vary with the industry, and depend on things such as the type of offer in the direct mail and the quality of the mailing list. But most people seem to agree that an average response rate is somewhere between 1 and 5 percent. So, how can you make sure your campaign gets above average response rates?

1. Get your address list right
A direct mail campaign is only as good as your recipient list, especially in b2b marketing, so make sure you find the names and contact details of the most relevant decision makers in the organisations you’re targeting – and send the mail at a time when that person is most likely to be open to your offer.

2. Make people open the envelope
Most direct mails go straight into the waste paper basket before they’ve been opened – because it looks like direct mail. To get people to open the envelope, write their name and address by hand. This takes time, but it can be worth it.

Another option is to print your offer on the envelope so people can see the benefit up front. This may mean fewer people open your envelope, but if your offer is clearly expressed and targeted well, those that do will be keen to know more.

3. Choose your offer and set a time limit
Direct mails with a specific offer tend to do much better than letters simply announcing a service, product or company. So include a hard-to-resist offer, such as a discount, giveaway, free trial or free consultancy. And research shows that limited-time offers out-perform open-ended ones – so encourage people to act now by setting a deadline.

4. Fill your envelope
Neither letters nor brochures have much impact on their own, but enclosing them both together in your direct mail increases your chances of success.

5. Make it personal
Address your recipient by name at the top of the page, and give your name and contact details at the bottom. And no-one likes being talked at by a committee, so avoid using ‘we’ and ‘our’ and instead use ‘I’ and ‘my’.

6. Go for the lead, not the sale
The aim of your direct mail should be to open a dialogue, not close the deal. But you have to make it clear to the reader what their next step should be, whether it’s to phone for more information, visit a website or complete and return an enclosed form.

7. Use a media mix
Direct mail campaigns have most success when part of a wider campaign. You don’t need to create an ad campaign with blanket media coverage, but you should include other elements in your campaign, such as ads in industry-specific magazines. It’s also a good idea to follow up your letter with one or two emails, and perhaps even a follow-up phone call.

Want to put together a great direct mail campaign?
If you’re thinking of putting together a direct mail campaign, get in touch with us to see how we can help you plan, write, design and execute a great campaign.