The effectiveness of your direct mail campaign can vary. It depends on how well the list is targeted, the number and quality of the mailing pieces actually sent out, and other factors as well.
On average, anywhere from 1-3% of direct mail campaigns can result in a sale. If you have an extremely targeted list or strategy, you can expect a conversion rate up to 10%. Don’t let these numbers dissuade you from a direct mail campaign. Remember that a direct mail campaign is usually quick, easy, and relatively inexpensive to execute. A positive ROI can usually result when 1-2% of mail recipients make a purchase.
Below are a few tips to take into account for your direct mail campaign.
Look to the Professionals
Direct mailing services or marketing firms can help you design the materials you need, write the copy for the mailer, and find a mailing list that targets the customers you need. Some companies use the DIY method, which is choosing a design firm, a copywriting professional, a printer and mailing company based on recommendations, and then manage the mailing efforts themselves. It doesn’t matter which way you go, just make sure you are hiring experienced professionals.
Tracking the success of your campaign can help you plan for your next mailing campaign. A great way to track your results is to print a special code on your postcard or brochure that the customer has to type in or present to redeem the special offer you are giving them.
Don’t just mail once
Studies have shown that direct mail campaigns are the most successful if they are ongoing. Subsequent mailings can introduce customers to new products, alert customers to upcoming sales or promotions, or even thank customers for making a purchase.
Make them want to read your mailing
The best direct mail campaigns don’t just “tell” your customers about a product, but rather they make the reader want to check out your website, take advantage of the offer, or redeem a discount coupon by making a purchase. We all have thrown away mail because it didn’t appeal to us, so make sure you have something that really jumps off the page. A professional copywriting or mailing service can help you draft a compelling offer for whatever your direct mailing campaign is geared to do.