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February 04, 2020

How to Increase Direct Mail Response Rates

SW_Increase Direct Mail Response Rates


If you're looking to increase your direct mail response rates, there are a few things you should consider.


In this post, we'll discuss tips, break down statistics on different demographics, and look at ways in which you can gain (and keep) your customers' attention.


Make it stand out

Will your mailing blend in once delivered to your recipient's mailbox? To stand out, choose a different size, color, format, or shape.


Launch Room offers a variety of formats designed by direct mail professionals. Our FREE direct mail formatsdownloadable tools, and articles are all designed to help boost response rates.


Give Them an Offer They Can't Refuse

Roughly 65% of Generation Z (born between 1997-2012) sees value in coupons, discounts, and rewards programs, so entice them with a promotion that appeals to them. Include a guarantee to remove the barrier to purchase and use testimonials or data to back up why they should take advantage of your offer.


Choose images that evoke emotion

When your target audience sees a photo, you want them to feel something. Otherwise, why should they care?


Ensure that you keep your demographics in mind as you plan your direct mail campaigns, so your target audience FEELS like your target audience. The Pew Research Center found that 48% of Generation Z identifies as racially/ethnically diverse—for example—so a campaign with images of a Caucasian couple might not hit the mark.


Create strong headlines and compelling copy

Marketing is all about storytelling. When you make the messaging engaging—with a specific call to action—people will be more likely to read it. A sense of urgency will encourage people to respond.


Nearly half of Millennials (born between 1981-1996) ignore digital ads, which makes direct mail such a great platform for engagement. By marrying compelling copy & eye-catching visuals, your engagement rates will dramatically increase with this demographic.


Keep The Conversation Going

No matter what type of mailing you send out, always be sure that you follow up. All campaigns should include some form of a call to action: talk to a representative, visit our website, or enter a giveaway. 


You may be surprised to find that 92% of Baby Boomers (born between 1946-1964) make purchasing decisions using email. These are the people you want to keep engaged by sending them additional mailings with new information, updates, and sales messages. 


Want to stay on top of the latest tips and trends in the direct mail space? Subscribe to our monthly Launch Room newsletter to keep abreast of the ever-changing landscape of print marketing.

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