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.
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.
For the past several years, direct mail has wrongly been targeted as being old school or past its prime. However, reality is far from that. Direct mail response is actually on the rise and has the best response rate out of all the channels. Your customers and prospects enjoy getting direct mail that is applicable to them. Yes, even millennials like to get mail.
The key to the most effective direct mail is perspective. Since perspective is a particular attitude toward or way of regarding something; a point of view, this is very applicable to direct mail. Why is this so important in direct mail marketing? Knowing your audience and how they will perceive your message can make or break your ROI. Many marketers spend all their time focused on the list and the creative, leaving the messaging as an afterthought. This does not work. All three components work together to get you top results with direct mail. So, how can you create better messaging?