Direct Mail Best Practices

1. Consistency is Key

• We emphasizes the importance of consistency when sending direct mail.

• Studies show that it takes an average of 6 touches to yield the highest results. Repeated contact keeps your message fresh and builds trust with your audience.

2. Leverage Direct Mail’s Staying Power

• Unlike digital ads or emails that are easily scrolled past or deleted, direct mail has the unique advantage of physical staying power.

• A well-crafted mail piece can be held onto, set aside for a future date, or shared with others, increasing the chances of being used when the time is right.

3. Vary Mail Pieces for Maximum Effectiveness

• What works in one area may not work in another. Diversifying your mail pieces helps capture everyone’s attention.

• Alternate between postcards and letters to reach a wider audience and maintain interest. Postcards work well for quick info, while letters are effective for more detailed information.

4. Personalization Matters

• Use variable data printing to customize your direct mail pieces with the recipient's name, address, or even personalized offers. This makes the mail piece feel more relevant and targeted.

5. Use High-Quality Data

• The success of a direct mail campaign heavily relies on the quality of your mailing list. Ensure your data is clean, up-to-date, and accurately segmented to target the right audience.

6. Design for Impact

• Open Letter Marketing has a Graphic Design department that can handle this sometimes daunting task for you.

• We can create eye-catching designs with clear, compelling copy. Use your brand colors and logo to make your mail pieces recognizable but always be sure to include a strong call-to-action (CTA) that guides the recipient on what to do next.

9. Track and Measure Performance

• Use tracking codes, custom URLs, or unique phone numbers on each mail piece to track response rates. This data helps you understand what works best and refine future campaigns.

10. Test and Refine

• A/B testing different formats, offers, and designs will help you identify the most effective elements of your campaign. Continuously tweak and improve your mail strategy based on performance data.