Are you looking to launch a new direct mail envelope campaign but wondering what you can do to improve open rates? Perhaps you've already invested a lot of time in conceiving, designing and planning your campaign but haven't sent anything out yet because you've not experienced suitable success rates in the past? Well here are some top tips for improving the open rates of direct mail envelopes and to pick up more customers.
1. Check your data.
It doesn't matter how good your campaign is if it's going to the wrong people or to old addresses. It is absolutely essential to check and update your contact information ahead of each new campaign to ensure that you are targeting the correct people at the correct address.
2. Personalise your approach.
Once you have the correct contact information, use it wisely! Personalise your envelopes with your contact's name. [1] Research shows that about 90% of consumers say that personalised marketing increases their chances of buying a service or product. In fact, response rates to personalised post are about 135% higher than those for non-personalised approaches.
Don't just stop at the name however - is there anything else you can add to your direct mail envelope to really appeal to your target audience?
3. Make your envelope interesting.
Rather than always using size 10 Ariel font on your labels, mix it up a little. Use colour and different fonts effectively to make your envelopes stand out from the crowd. Try different envelope sizes and shapes too. People are far more likely to open an interesting envelope that is personally addressed to them and to remember your brand for it, even if they don't respond to your first Call To Action straight away.
While considering envelope ideas, why not consider using a pop-up mailer or card instead of a traditional envelope? People like things that are different and there are numerous options available from personalised webcam blockers to grow your own seeds packets.
4. Give something away.
Not only does including a promotional item such as a pen, magnet, or calendar in your direct mail envelopes increase the likelihood of them being opened, but having that promotional item lying about your potential customer's house constantly increases their brand awareness of your business.
5. Ensure your mail will arrive at the right time.
Studies show that people prefer to receive mail in the middle of the week rather than from Friday to Monday and are more likely to open an unexpected direct mail envelope that arrives mid-week. Equally, if your business is seasonal, make sure that your post arrives right before the start of the season when customers are likely to be thinking about it. For example, if you are a lawn maintenance company you will likely be at your busiest in the spring and summer so make sure you get your mailings out by the end of March to catch your customers just when they're beginning to think about getting their outdoor space tidied ready for the season ahead.
If you would like specialised envelope ideas, please contact us now for a free quote.
Source Promotional Merchandise
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