In our increasingly digitized world, there’s a reason why so many successful brands still deliver direct mail marketing campaigns: because they work. Here are just a few of the reasons why:
- 77% of people sort through their physical mail as soon as they get it.
- Recipients spend an average of 25 minutes reviewing the direct mail pieces in their mail pile.
- 67% of people say physical mail is more personal than digital messages.
- 70% of customers have re-started a relationship because of direct mail.
- 66% of people have made a purchase because of direct mail.
While email campaigns are valuable, direct mail response rates blow them out of the water. Direct marketing campaigns receive an average response rate of 4.4%, compared to the 0.12% earned by emails. Of course, these percentages are only a baseline. Your direct mail response rates can climb even higher when you follow these direct marketing strategies for better conversion:
Focus on Your Mailing List First
Think about the last direct mail marketing campaign you completed. How many recipients were in your mailing list? Where did they come from? How were they segmented? If you can’t easily rattle off the answers to these questions, you’re not alone. In a rush to promote a new product or offer, many marketers neglect the most important step of direct mail marketing: refining their mailing list.
Easy Ways to Refine Your Direct Mailing List
- Limit permissions for list editing. Who can edit contact information within your lists? To ensure up-to-date data is saved correctly and corrections aren’t deleted, provide limited access to sales and marketing teams. When cleaning a specific list, assign the project to one person to avoid confusion.
- Integrate email bounces. There are many reasons why an email might bounce. One of the most common, especially for B2B marketers, is a job change. When a contact changes companies, they usually abandon email accounts. They also abandon their physical mailbox in the company mailroom. Double-check direct mail addresses connected with hard-bounced emails to ensure you’re not sending direct mail to an empty office.
- Update changed addresses. USPS has a National Change of Address (NCOA) service that’s an invaluable tool for direct mail marketing. Start here, but don’t be afraid to do your own detective work online. Double check corporate addresses and even personal websites for mailing info.
- Reduce waste by removing duplicates. Have your mailing services provider remove duplicates from the mailing file for you, to save the expense of mailing to the same person twice, and consider whether you want to send only one piece to a household or to all contacts in that home.
- Segment in more ways than one. You wouldn’t want to send a mailing introducing your business to a customer who’s been loyal for years. In the same way, you don’t want to advertise a product in one city that’s only available in another. Gather and update as much information as possible to ensure each list you pull is targeted to the right contacts.
Think of your mailing lists as the foundation of your direct mailing strategy. The more time and effort you put into creating and refining your lists, the more successful your direct mail campaigns will be.