Four Tips for Improving Your Direct Mail Campaign

Meet the writer: Karen Pieper

Hi, I'm Karen! I've been in the industry for 21 years and can't wait to share my perspective on all things direct mail. I'm currently the Digital Marketing Manager at Letter Jacket Envelopes and deal with tasks from managing the website, facilitating conversations with customers, and much more!

A Direct mail Campaign is still one of the most effective methods of reaching customers and getting your message heard. A tangible, physical letter in the mail is still more attention-grabbing than a sea of e-mails in a neglected inbox.

Using direct mail’s unique aspects to your advantage requires some smart tactics and willingness to experiment. Here are some of the best ways to expand the effectiveness of your direct mail campaigns:

Learn How to Launch a Direct Mail Campaign

You would never neglect to put your logo on a newsletter or print ad, so why would you keep customers guessing who sent them a letter? A clear corporate brand on the outside of the envelope helps cement your brand recognition. You also begin communicating your message right from the start – we are professionals and we have something to say.

Avoid hiding behind anonymity, hoping to “trick” clients into becoming curious enough to open up their mail. This tactic is deceptive, and it can breed mistrust. Instead, be proud of who you are and stand behind your mail with a distinct logo or brand.

Avoid Conformity

The most conventional envelope size in the US is called #10. It measures 4 1/8” x 9 1/2”. Over the course of our lives, we have been exposed to these standard, white paper envelopes possibly tens of thousands of times.

Your company is not like any other. Therefore, your mail should not comply with generic expectations. Take the time to think about what type of message you wish to communicate with your mail. You should decide whether or not a standard envelope would be the best way to package this message.

Consider using a slightly smaller or larger size. You can also mix up the shape or color, mailing someone a letter in a bright green invitation-style A-4 envelope. The sudden switch will make them curious.

Research has shown that switching up your mailings’ form factor and colors every six to eight months can help renew interest in your direct mail. Always try to keep things fresh and unexpected.

Decorate the Envelope in Creative Ways

The outside of the envelope is a canvas. It can be used however you want to achieve various effects.

Consider using graphics or illustrations to get your letter noticed. Front and back envelope printing can give customers something to linger on before they actually see what is inside. You can also include “teaser copy” on the outside to let customers know what is in store for them.

Get to the Point

Once you have a potential customer’s attention, you only have a small portion of time to say your peace. Lead with your absolutely best offer and explain the benefits a customer will receive from your product or service. You can make the best use of your time by skipping ahead to the main course, and your customers will appreciate you for doing so.

These are just some of the many ways direct mail can be used to make a connection to current and future customers. To find out how to mix up your mailing practices, take a look at our products page. Every envelope set we offer can be custom-printed with designs of your choice.

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