The First step in launching a successful direct mail campaign is identifying your target audience. “You must know the demographics and psychographics,” says Cliff Quicksell, Jr., MAS. “What is the predominant sex, average age, education, and income level? What are the emotional triggers that entice people to make a decision to purchase?”
When designing your direct mail promotion, try to involve as many of the senses as possible. Many companies use scented envelopes, greeting cards that play songs, flashlights, stress balls, and gourmet candy and food. The more recipients interact with your offering, the more likely they will respond.
Lastly, according to a recent study by the U.S. Postal Service, only 44% of direct mail is ever read. Since most of us already receive enormous amounts of unsolicited mail, it’s imperative that your packaging stands out. It’s your “in box” contains a stack of envelopes and a big purple box, which gets opened first? Unusual packaging, such as bright colors, tubes, oversized envelopes, or teaser copy will attract attention and curiosity. Remember, it’s not the quantity of the mailing, but the quality.
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