Direct mail is one of the most strategic and targeted marketing functions, and if done correctly, can offer great return on investment. One of the greatest advantages it offers is the ability to establish one-on-one contact with the recipient, right at their doorstep. According to the United States Postal Service (USPS), 98 percent of consumers bring in their mail the day it’s delivered, and 77 percent sort through it immediately. Compare that with email marketing’s 1.73 percent conversation rate and direct mail’s 3.42 percent response rate, it shows how powerful direct mail is. But to unleash that power, there needs to be diligence to lead to a great response rate and lower prices.
The first step in executing your campaign is to identify your audience and what they will respond to. That also includes determining how large your target audience is going to be. Once you have decided on your target audience, it is time to look at your mailing list. Often you can purchase a mailing list which includes the prospects’ shopping habits and other detailed information along with their name and address, for better targeting. If you purchase a list, often it has one time licenses or is usable for a limited period of time, so be sure you know what your list will allow. And regardless, make sure that your mailing list is clean and correct. An incorrect mailing list can hurt the response rate of even the best printed pieces. A full service mail house will have the software certification programs needed to ensure a clear and deliverable list.
With direct mail through the use of variable data, you can identify and address your prospects individually and your message should reflect that. Be concise and speak to their interests, understanding what they need. If prospects believe that you understand their needs, they are more likely to respond. Sometimes tying social media, or personalized landing pages called PURL’s, into your campaign can make it more targeted and strategic, giving your recipients a place to go, or a call to action.
The design of your printed piece should also speak to your audience and should not confuse them. Keep in mind that before you print, the size and shape of your design will affect the price of your postage and printing cost. For example, larger designs will require extra postage and custom-sized designs could require special paper or a larger press which will impact cost.
And finally be sure that your printed piece is compliant with the two parts of postal regulation. The first part is checking the postal certification and qualifying your mailing list. This process involves presorting your printed pieces to get the best postage rates possible and checking your mailing list to cut down on undeliverable addresses.
The second part involves the size and design of your printed piece. The USPS has postal regulations in place for the size printed pieces, aspect ratio requirements, and strict dimensional requirements to take advantage of postcard rates. Also, a clear area is required around the address and bar code so the postage machines can read it, and certain paper weights are required for direct mail. If you are planning a tabbed/sealed/folded printed piece, the USPS has strict rules on which way a printed piece folds and where the seals are located on the piece, to avoid tears and jams as it is processed through their machines. Failing to follow the USPS’s regulations will raise the price of your postage, cutting into your return on investment. To help, printers like Kopytek often have a full service mail house to ensure that your printed pieces will be mailed at the lowest prices with the greatest accuracy possible.
To launch your own direct mail campaign, you don’t need to be an expert or have a large budget. All it takes is a little planning on the front end and keeping an open line of communication with your printer. Remember if you think practical, then you think direct mail!
