Direct mail offers results that other channels just can’t match.
According to a recent study, direct mail has a response rate as high as 9%. However, there are always ways to engage your audience better and improve your mailers’ effectiveness. These methods below catch your recipents’ attention and increase the chances that they’ll read and respond to your direct mail piece.
6 Winning Direct Mail Campaigns
1. Instill Curiosity with a Quiz
Do you worry your direct mail envelopes are going in the trash unread?
Take a page from Harvard Medical School’s playbook. In a recent mailing to woo subscribers for their Harvard Heart Letter newsletter, they put a heart health quiz on the front. The answers to the three-question quiz were inside the mailer, giving recipients a reason to open.
2. Benefits, Not Features
As marketers, it’s so easy to get caught up in promoting all the neat features of your product.
Your readers, however, don’t care about that. They care about how your product can be of benefit to them.
HelloFresh hit the mark with a February 2020 mailer that highlighted three big benefits to ordering their kits. At a glance, readers could see that the service could save them time, save them money, and offer more variety.
3. Leverage Testimonials
Research shows that a recommendation, whether from a friend or a stranger, has a lot of sway on reader opinions.
In fact, 70% of people will trust a recommendation even when it comes from someone who they don’t know.
Florida Gulf Coast University used the power of testimonials by putting recommendations from past students right on their mailing postcard. Having names, faces, and a glowing recommendation from current students helped convince potential attendees that the school is a good choice.
4. Use the Magic Word
No, not "please." The powerful word that gets your mailer a second look instead of a quick trip to the recycle bin is "free."
A March 2020 mailer from Estee Lauder catches attention with bright coloration and a prominent offer for a free gift when people visit their counter inside Macy’s. Offering a gift is a way to get people inside your brick-and-mortar location, where there is an increased chance that they’ll take the opportunity to buy.
5. Catch the Eye with Familiar Forms and Images
When Nestle was promoting their Kit Kat Chunky bar in the UK, they used a familiar image — a Royal Mail card about an undeliverable package.
However, instead of the normal reasons for failure to deliver, recipients learn that the free chocolate bar Nestle intended to send them was "too chunky" to fit through their mail slot. The mailer served as a coupon to get a free bar to try from the store.
6. Invite Recipients to Interact with Your Mail Piece
To raise awareness for World Water Day in Belgium, the organization demonstrated the importance of water in an innovative way.
They sent a postcard that could only be read after the reader held it under running water. This tactile trick increased engagement and also got the group a viral bump on social media.
No matter what your business, it’s possible to catch readers’ eyes and attention with your direct mail pieces. Think about how to evoke your recipient’s curiosity, which can lead to engagement and conversion.