Investing in direct mail for customer acquisition? Your competitors are! As their efforts become more proactive and strategic, how do you plan to attract those same customers before your competitors do? Here are three proven strategies for grabbing attention in the mailbox.
- Use dimensional mail.
In a stack of envelopes, a padded envelope, a package, or some other three-dimensional mailer gets attention. Usually, these are opened first. While dimensional mailers cost more than flat mailers, they get response rates that can make your mouth water. According to the Direct Marketing Association, dimensional mailers receive response rates 200% – 300% higher than flat mailers. So when your marketing ideas take shape, make it a literal shape!
- Try out unusual finishes, folds, and bindings.
Tangible elements are what make the print channel stand out. Consider using some of the many spot coatings, textured coatings, die cuts, pop-outs, and foldouts that your customers don’t see every day. If you have been meaning to investigate fresh new options and still haven’t had an excuse to do it, now you do.
- Try new mailing formats.
Not all mailing formats are created equal. There are many different formats available: postcards, folded mailers, mailers placed into envelopes, envelopes that are personalized, envelopes that are not personalized, window envelopes, and more. Envelopes and mailers can be different sizes, thicknesses, and colors. Experiment with colored substrates, clear envelopes, and on-envelope personalization.
It’s time to get noticed! If you need some ideas or want to test new formats, substrates, and finishing options, just ask.
As marketers, we live in a world of never-ending postal rate increases. Fortunately, there are steps you can take to offset those costs. To make the value even sweeter, those steps can make your marketing more effective, too.
Let’s look at a few of them.
- Clean up your database.
On average, businesses not using CASS address standardization find that up to 20% of their addresses are inaccurate or undeliverable (Experion). By using CASS certification, you can identify these addresses before mailing. The result is fewer returned pieces and cost savings up to 20%.
- Target your mailings.
Work with us to determine key customer groups. These might be your most active and inactive customers or segments based on customer preference or need. Target your communications rather than mailing to your entire customer base each time.
- Personalize kits or catalogs.
If you’re sending out large, undifferentiated kits, newsletters, or catalogs, mail only information relevant to each recipient. You see insurance companies, colleges and universities, and financial institutions doing this frequently now.
- Adjust design elements to reduce cost.
Start with database cleansing or targeting to reduce postal costs. You can also make design adjustments, such as switching from over-sized mailers to standard-sized postcards or reducing the weight of your stock. Keep in mind, however, that while this might save money, it might negatively impact your effectiveness, as well.
Nobody likes to pay more postage than they need to. Think of today’s postal expenses as an opportunity to push you out of your marketing box and do things in more targeted — and effective — ways.
There is a reason pet stores put kittens and puppies into open cages in the center of the main aisle. Customers who reach out and pet them are more likely to buy one. The same concept also works in print.
People who interact with a printed piece are more likely to respond to its message. It’s why “create your own brochures” are so effective. It’s not only because the results are fully personalized to people’s needs, tastes, and wants. It’s also because, by creating the brochures themselves, people have a more vested interest in them.
Consider the example of personalized college brochures. Colleges and universities send out mailers to high school seniors in the target demographic, inviting them to a personalized URL where they can get more information on the school. Students select the course tracks, extra-curricular activities, and other information they are interested in. The school then prints and mails the personalized brochures, usually within the next 24–48 hours.
Not only are response rates higher than traditional campaigns, but the enrollment rates for the students who create personalized brochures are consistently higher, too.
There are lots of other ways to get people to interact with print. Recipients can lift a flap. Press a button. Scan a QR Code. Pull out a glued-on accordion-fold message panel. It doesn’t matter how they interact. What matters is that once they do, they are more likely to respond because they “own” part of the message. That generates results.
Talk to us about how you can create a more interactive component in your next 1:1 print marketing piece!
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