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The average consumer may receive dozens of email and text messages per day, but only get a few letters in the mail. This means that postal mailings can still be a great way to get your message noticed. Deliver magazine recently reported that 12 percent of all consumers who received a letter, postcard or flyer made a purchase on a company’s website. With that kind of ROI, direct mail may be the missing part of your marketing mix.

1. Ensure that your mail piece is relevant: As with any marketing campaign, you will increase your chances of success if your audience thinks that your message is timely and relevant. For example, you may not want to send the same mailer to a regular customer at the expense of someone who has never purchased your products or services before. You should create several variations of the same direct mail piece to appeal to your various audiences’ needs, interests or demographics. 

2. Include basic personalization: This may seem obvious, but don’t address your direct mail piece to “resident” or “CEO.” Make sure that the information in your contact management system is up to date and that you personalize every mailer. 

3. Match the length of your sales letter with your audience: Studies have shown that consumers are more likely to read longer sales letters when they are at home and have more free time. But if you are mailing to business addresses, keep your letters short. Busy professionals rarely have the time to read more than two pages. 

4. Make it easy for your audience to respond to your offers: Provide multiple ways for your audience to respond to your offer such as links to ordering pages in your website, pURLS and QR Codes, special monitored phone numbers, and business reply cards or envelopes. 

5. Improve the ROI from your direct mail campaigns: Be sure to tie your direct mail into your other marketing channels, such as email or social media. Connecting with your customers across several channels will increase their likelihood of remembering and acting on your message. 

 


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