The Beauty of Direct Mail – How to Get Your Mail Pieces Opened

Although direct mail consistently outperforms other forms of media, depending on the quantity and complexity, a proper direct mail campaign can cost a ton of money. However, if you go about it the right way, you’ll find it’s money well spent.

According to the 2015 DMA Response Rate Report, direct mail response rates outperforms all digital channels combined by almost 600%.

How do you know they’ll open the envelope?

Every April, you might notice more solicitations for mortgages, credit cards, or insurance offers arriving in your mailbox in a plain orange #10 envelope. You see, April is tax refund season, so those still receiving a paper check will be on the lookout for those orange envelopes carrying their tax refund. Marketers are taking advantage of the situation by placing their solicitations in the same important-looking orange envelopes, and you better believe those are getting opened immediately.

It’s important to design a mail piece that will stand out in the mailbox and ensure your prospects are listening to what you’re offering. 90% of the battle is getting them to open the package. The reason why direct mail consistently produces a greater ROI than digital marketing is because it’s tangible and right in front of them.

While most of the time it’s not advantageous to send your mail piece in a plain orange envelope, there are many cost-effective designs that can be created depending on what you’re trying to accomplish. Be creative and/or work with a supplier that can assist in the design to ensure your message is being heard.

You’ve created the perfect package, but is what’s inside as good as the outside?

Have you ever gotten a present with cool wrapping and a crazy bow, only to be disappointed by what’s inside? If you have, then you know that regardless of how exciting the outside of your direct mail piece is, it’s what’s on the inside that counts.

To take advantage of the above statistics, the content and/or premium inside the package needs to wow them. Use technology like barcodes, QR codes, and URLs to offer free gifts and personalization when presenting your offer. Keep in mind the USPS offers Promotions & Incentives when integrating direct mail with mobile technology. Or contact Three Dog Logistics for more information by calling 410-284-5494 x250.