Putting together a successful direct mail campaign is no easy task; and there are so many factors that play into the success of a mail campaign it is easy to sweat the small stuff while major mail faux pas slip through the cracks. In an effort to save everyone the headache associated with mismanaged mailers, we have put our heads together and utilized our collaborative direct mailing experience to concoct this ultimate reference for direct mail planning.
What Factors Affect Response Rates?
Three Keys to Success
The average consumer spends less than a minute examining a direct mail piece. With that in mind, there are very few factors that actually have an impact on response in that amount of time. So when planning remember that in the 60 seconds a potential customer spends looking over a mail piece, there are really only three things that are going to make a significant difference in response:
- The list (who are you mailing to? are they interested in what you have to offer?) determines up to 60% of the success of the campaign
- The Offer (10% off, free sandwich, etc. What are you presenting to customers that calls them to act) determines 25% of the success
- The design (postcard, letter in envelope- what does your mailer look like, how is it branded etc.) accounts for up to 15% of the success of a campaign.
While the price of postage and superior paper stock are important, focusing on the list, the offer, and the design of your direct mail piece your will save yourself the headache of a mismanaged mailer while ensuring the desired results.
Define Your Goals
What will make this mailer a success?
Obviously a thousand new customers and 100% redemption would be ideal return on a direct mail campaign- but those goals are far from realistic. Before embarking on all the work and planning associated with creating a direct mail campaign, set realistic goals for the campaign based on your current marketing needs. Whether it is more customers, or......
