Direct Mailing campaigns can be a great way to reach out to potential and current customers, however, not all mailing campaigns are successful.
Marketers will tell you it’s the glossy sales literature or promotional items that will guarantee a mailing campaign success. The truth is, in order to ensure the success of your mailing campaign, you need to understand your customer’s needs and expectations. In this guide, we will discuss the essential components of a successful mailing campaign and provide tips for creating an effective direct mail campaign.
Is Direct Mail Still Effective in 2022?
Simply put, direct mail is extremely effective. As we mentioned before, understanding your customer is essential for any marketing campaign’s success, direct mail included. In order to make sure that your direct mail campaign will be effective, do your research and determine who your target audience is. Once you know who you’re targeting, you can create a list of potential customers or clients.
Your mailing list needs to be as clean and current as you can make it, so time spent building or cleansing a list is well spent, after all you don’t want to waste time, effort and money in sending something to someone who has either gone away, or to the wrong address. Check spellings too – especially recipients’ names – no-one likes to receive something that is incorrectly addressed, or worse addressing someone as Dear Sir, when it should be Dear Madam!
Another important aspect of a successful direct mail campaign is the offer. Your offer needs to be something that will interest your target audience and persuade them to take action. Whether you’re offering a discount, a free trial, or something else, make sure that your offer is clear and concise.
Creating an effective direct mail campaign doesn’t have to be difficult, but the more time, thought and effort put into at the planning and execution stage will pay dividends.
What is a Good Response Rate for Direct Mail?
The answer to this question depends on a number of factors, including the type of mailing campaign you’re running and your target audience. Ultimately, your focus KPI (key performance indicator) of a direct mail campaign is a good response rate.
A standard metric for direct mail is:
- Open Rate of Around 90%.
- Read Rate Roughly 42%.
- Response Rate of Between 5% and 9%.
To ensure a successful direct mail campaign, make sure to do your research, understand your target audience, and create an offer that will interest them. With a little planning, you can create an effective direct mail campaign that will generate results.
You will find some useful information and statistics on direct mail on these two websites.
Why Choose Adstral Fulfilment for your Mail Campaign Fulfilment?
We are experts in the picking, packing and distribution of a wide and varied range of high-volume items, ensuring that your fulfilment is delivered in excellent condition, on time and to budget. We will work closely with you to ensure that we provide you with a service that exceeds your expectations.
- Our team will give your campaign fulfilment the same respect and care that you have put into producing it.
- Your mail fulfilment will be packed appropriately and adequately to minimise the risk of damage.
- Every staff member who handles your campaign fulfilment will sign their name to the task – assuring quality control.
- We will provide you with a bespoke service that meets your needs.
- The mailing is sent out to your timescales.
If you would like to speak to one of our team about our Direct Mail Fulfilment services please give us a call on 01793 725043. Alternatively, please complete your details on our online enquiry form and we will get back to you.