DIRECT MAIL: WHAT WORKS, WHAT DOESN’T, AND GETTING PERSONAL By Rob Hanks
A
s an inside sales representative, one of my tasks is to work with prospective clients who contact me through my company’s website. As I ask questions to see what their experience has been using direct mail, I often get the response that direct mail didn’t get the results they hoped for. At this point, I ask to see a previous mail piece, and I ask about who the mail piece was sent to. I am then able to ask questions regarding what they were trying to accomplish, and what the actual results were. I will then go through each aspect of the mail piece and provide advice as to what works, what doesn't, and how personalization can increase response rates. I am going to start out with what doesn’t work as I like to end my articles on a positive note. One of the most common mistakes that will cause a mail piece not to work is an unclear message. If I look at a mail piece and I am not able to figure out what the message is in three seconds or less, it is a poorly designed mailer. 26
NOVEMBER-DECEMBER 2023 | MailingSystemsTechnology.com
A mail piece must have a clear, concise message the grabs the addressee’s attention. A direct mail piece without a compelling offer and a call to action just doesn’t work. If the addressee is not given a large enough discount, they have no reason to respond. People are too busy for an offer of five percent on a $50.00 item. If you are going to the effort to design a mail piece, print it, mail it, and pay the postage, make the discount worth the addressee’s time. Be sure to have a call to action. Use terms such as “Limited Time Offer,” “First 100 Responses Receive This Offer,” or “Time is Running Out” to drive an immediate response. Along with your offer, you need to make it easy for the addressee to respond. Try using a QR code that points to a landing page on your website, and ensure your website is mobile optimized so orders can be placed immediately. Be sure your address and phone number are easy to find on the mailer and make them large enough for people to spot quickly. If you are a new business and are looking to drive people to a brick-and-mortar store, place a map on the mail piece showing your location. The design of a mail piece will also help dictate if the mailer works or not. When designing a mail piece, ensure it appeals to your senses. Use coatings, such as soft touch or a textured coating, to give the piece a special feel to make people want to hold on to your offer. The color of the mail piece can also make a difference. Try using a pastel color of paper to draw attention. Colorful inks and die cuts appeal to sight. Use a scented ink to draw people closer to your mail piece. Make your mail piece interactive by using specialty folds or pull-out panels. Get the addressee involved with manipulating your mailer. The United States Postal Service will be running the Tactile, Sensory and Interactive Engagement promotion starting on February 1, 2024, and running through July 31, 2024. All these techniques would qualify for the promotion. Who Is Receiving These Mail Pieces? The last item that is critically important is your mailing list. If you don’t have the right list, your mailing will not work. Long gone are the days of sending out 100,000 pieces of mail to an area regardless of what you’re selling or who your current customers