You’ve heard that direct mail ads are highly memorable and engaging. But do you know how to get direct mail response rates that make them worth the time, effort and money? Here are a few tips to make your client a huge fan of this ad medium.
3 Tips for Increasing Direct Mail Response Rates
Pair It with Digital
The recipients of your client’s direct mail ads probably aren’t going to go to a physical store after receiving them. They’ll most likely turn to the internet to do more research via your client’s website, social media profiles, etc. If you want to get your client’s direct mail response rates up, you need to help recipients with this.
Adding a QR code to the ad makes it easy for recipients to take action … especially the way your client wants them to. According to a report from Lob, 60% of consumers have visited a brand’s website from a direct mail ad. That percentage remains fairly consistent among various age groups:
- 18–34-year-olds: 55% have taken action based on a direct mail ad
- 35–54-year-olds: 60%
- Ages 55+: 63%
Use Motivating CTAs
Recipients won’t scan a QR code or follow any call to action (CTA) if it isn’t worth their while. But what makes a CTA motivating? Lob recommends using offers and promotions and/or personalization.
78% of consumers are more likely to read direct mail ads if they offer a single offer or promotion. Another 77% say they’re more likely to read direct mail ads with multiple offers and promotions. And 65% say that they’re more likely to take action if the ad featured a promotion that caught their eye.
There are many ways to personalize an ad to increase direct mail response rates, says Lob. Firstly, your client can feature images of items the recipient has previously purchased or left in an abandoned cart. 38% of consumers say this makes ads more appealing to them. 60% said they’re more likely to take action if they’re already interested in the product be advertised.
Your client can also add:
- The name of an item the recipient recently viewed online (61% of consumers say they’d be more interested in reading an ad with this element)
- The recipient’s first and last name: 54%
- A personalized URL that directs the recipient to a unique website or landing page tailored to them: 48%
Overall, Lob recommends:
- Personalizing offers based on funnel stages, past purchases and key events
- Making offers timely to encourage immediate responses
Promoting Sustainability
More consumers are becoming increasingly eco-conscious. As much as they enjoy direct mail ads, they also can’t overlook the ads’ environmental impact. So, if your client wants to increase direct mail response rates, they should consider promoting their sustainability efforts.
According to Lob, nearly 33% of consumers search for sustainability attributes in the direct mail ads they receive. They’re looking to see if these ads:
- Are made with recycled paper: 47% of consumers look for this in direct mail ads
- Include a phrase along the lines of “recycle me”: 42%
- Contain organic materials: 26%
- Use sustainable materials such as soy ink: 25%
If your client is wondering if their target audience cares about aspects like this, it’s easy to find out. Just check out their audience profile on AudienceSCAN on AdMall by SalesFuel. There, you’ll be able to see what percentage cares about environmental causes.
With these three tips, you’ll be able to craft direct mail ads that will get more attention and drive action. Follow them to get the direct mail response rates your client has come to expect from this effective medium.
Photo by: Chris Barbalis