Over the last 28 years, I have seen a lot of good direct mail and a lot of mistakes. Sometimes they have been sad, like when a nonprofit had the wrong return address on their courtesy reply envelopes. They did not get any of the donation checks delivered to them. Other times, they been really funny. Like the time when a wrong phone number was put on the mail piece so when recipients called it they reached a sex hotline. That was pretty funny. The worst mistakes are the ones that cost you the most money, so learning what not to do can really help.
On October 9, 2019 the USPS filed direct mail postage rate increases with the Postal Regulatory Commission. They are requesting a postage increase to go into effect on January 26, 2020. So what does that mean for you?
Many marketers find direct mail to be a complicated and intimidating marketing channel, especially if they are not familiar with it or have encountered problems in previous campaigns. Don’t let that stop you from using direct mail. According to a PFL study, 52 percent of marketers report a moderate to major improvement in campaign performance when direct mail is one of the channels. We have created a set of common questions and concerns about direct mail, that can help you not only avoid issues but have confidence that your direct mail will provide you a good ROI.
The message you convey with your direct mail pieces really matters. When you send the right message to the right people you get the best results. How were the results of your last campaign? Did you take enough time to construct good messaging? WHAT you say and HOW you say it, is essential. In order to create the most effective direct mail messaging there are many things to consider.
The best way to get attention and drive response with direct mail for the holidays is to have some creative fun with it! If you are not currently being extra creative with your direct mail pieces during the massive influx of advertising mail this time of year, you are missing out on a huge opportunity.
Yes! Funny direct mail drives results. Some marketers are worried about offending someone, but you can be funny without being offensive. When you want to use humor, you will want to get a really good idea of who your customers and targets are to find humor that fits them. Stay away from hot button subjects like religion and politics. Humor is a great way to engage people and get them to share, when you do it correctly. So what are the best ways to add humor to your direct mail?