Sometimes it feels like the mailbox only exists to store credit card offers, massive ULine catalogs and all those SUPER LEGIT warnings about our car’s extended warranty. But let’s admit it: an empty mailbox is a little disappointing.
Everyone’s email inbox is so full of spam these days, that it’s harder than ever to stand out digitally. A treat in the mailbox, though, is something to look forward to. And, guess what? It actually works.
Direct mail gets opened at least 80% of the time. That’s compared to just 20% for email. Instead of fighting for space in a crowded inbox, direct mail is at least getting eyeballs every single time. Mail’s also got a longer shelf life. Bare-minimum, you’re boosting brand recognition and building a relationship with your audience. Beyond that, delighting your customers with a special surprise in their real, live mailbox will earn you loyalty, win sales and build the kinds of relationships that the virtual world just can’t replicate.
But don’t just take our word for it. Bookmark this handy direct mail ROI calculator to forecast, measure, iterate and adapt on every campaign.
What about response rate?
Expect an average response rate of two percent, and you’ll be happy. The more you target, refine and make your offer irresistible, the more upside there is. Want to see a higher return?
- Give something away.
- Make the ask matter.
- Communicate value and urgency.
One of our most successful client mailers saw a 20% response rate. Credit goes to their mouth-watering offer: literally giving away a free sandwich. And who doesn’t want a free sandwich?
But we’re trying to be green!
Us too! YellowDog can help you mail the leanest, greenest campaigns without cluttering the landfill.
The first thing to remember is that digital does not equal zero-impact. Every email you send has a carbon footprint, doing the planet no favors if they’re destined for the trash folder.
Second, go with 100% recyclable paper and high-quality, impactful, targeted campaigns to make every sheet count. If you produce a throw-away piece, it’ll be thrown away.
Winning strategies for direct mail campaigns that deliver
Power-up with print and digital.
Direct mail and digital may feel like rivals competing for your budget, but they truly make beautiful marketing together. Go ahead, show these numbers to accounting: 84% of marketers surveyed reported a dramatic increase to digital channel performance when integrated with direct mail. Further, USPS sees coordinating campaigns from direct mail to digital channels from 80% of marketers. Print and digital go together like dip da-dip da-dip doo-wop da… um… peanut butter and jelly?
Target, target, target.
Who is your ideal customer? Where do they live? What do they like to do? Do they have children of a certain age? How much do they make and spend on your product category every year? The more you know about your audience, the more we can target.
Yup, we can help you select lists that target a bananas level of detail.
You buy a mail carrier route and target every home in specific neighborhood with EDDM (every door direct mail), or you can get really customized with the demographics. The most recent campaign we did targeted zip codes, ages of children, income, gender, and hobbies and interests, and audience propensity using a rating system for different interest areas.
Make it personal.
How close to a personal postcard can you get? Pretty close! Utilize your knowledge of your recipient database to speak to them directly, and identify them the same way they would identify themselves. Use merge tags to add custom data fields beyond their address.
With digital printing, you can make every piece variable. That means you can personalize/build in anything that you know about your audience. Variable data even allows you to make every piece different, with unique promo codes or call-outs of the last product they ordered.
Experimenting with different messages for different segments is also a great way to see what resonates. Once you’ve got a clear winner, you can double down and repeat what works.
Make new friends, but keep the old.
Mailing to your own customers is always going to be more effective. It takes way more to get someone to notice you for the first time. But when someone who’s already used your services and likes you gets a nice card in the mail, they’re more likely to notice and take action.
Craft an ask that makes people want to act.
Get creative to tap into what your audience cares about, and tie your ask into their goals and motivations.
If you’re selling ice cream, you’re not just selling ice cream. You’re selling happiness, escape and special moments with loved ones. Offering dog-walking services? You’re really offering extra time in someone’s day and a happy, healthy dog.
If you’re a nonprofit asking for donations, show your audience how their donation will help build the world they want to live in. Then make it easy with QR codes or a form they can return in a pre-addressed envelope.
Spend smart.
Direct mail isn’t the cheapest marketing tactic out there. (It doesn’t help that postage keeps going up.) So consider your budget and expectations, and look at all the options to make your investment work for you.
If you are mailing over 500 pieces, we can get you a pre-sort or bulk postage rate. There is a mailhouse fee for these bulk jobs, but you’ll see a dramatic reduction in postage. The more you mail, the more you’ll save. The sweet spot for bulk pricing is about 2,000 pieces.
Ideas you’ll want to steal
Direct mail is ready to earn its keep as part of your marketing mix. But are you ready with a good idea? Here are some real campaign ideas to get your creative juices flowing.
Announce a colorful event.
Bold colors, exciting graphics and eye-catching headlines are a must if you want your mailer to stand out in a sea of white envelopes. (It’s not just what’s on the inside that counts. A well-designed envelope sure makes a difference.)
Say thanks.
You appreciate their business. Let them know! A simple thank-you card and a coupon for their next order will make recipients feel special and valued. Turn a one-sided relationship into a give-and-take with some heartfelt thanks.
Get cute with catalogs.
Whether you are promoting training classes, a course guide, gifts, cards or shoes, catalogs add a touch of class that’ll make anyone want to sniff around.
It’s just nice to have something to hold in your hands, especially when it’s a well curated, beautifully designed catalog. Give them something they aren’t going to see online. They’ll appreciate the chance to flip instead of scroll.
Let it unfold.
When your marketing finds itself in the hands of a potential client, try inviting them to not only flip and read, but to interact with your mailer. Custom die-cuts and folds send more than a promotion or an invitation; they share an experience and increase the amount of time your brand is seen. Plus, as compared to postcards and letters, self-mailers (mailers that fold with a tear-away seal) are reported to yield the best results.
Think inside the box.
Direct mail is more than a simple postcard. Think irresistible packaging. Custom designed boxes for your highest-value prospects or customers. Stand-out shapes like tubes. Branded tissue paper, coordinated greeting cards and a memorable gift create an unboxing experience your audience won’t forget.
Go multi-channel
Remember what we said about print and digital going better together? Rock an integrated campaign, and watch the magic happen.
Now that you’ve seen the positive statistics and beautiful designs, we hope you’re feeling inspired to launch a new direct mail campaign of your own! YellowDog has over a decade of experience planning, designing, printing and mailing direct mail campaigns worth barking about. We can’t wait to help you deliver your brand’s message.
