How Frequently Should You Do Direct Mail to Get Responses?
When it comes to determining how frequently you should mail out your ads, you have several options. You could opt for a 2% response rate, which is a safe and reasonable target for your business plan. Or you could try mailing to your house list, which will yield a higher response rate because people on the list already know you and have shown interest in the topic. Catalogs, for example, are made to be mailed out to repeat customers, who are already familiar with the company or product.
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Variable data printing helps personalize direct mail campaigns
Among the many benefits of variable data printing for direct mail, campaigns are the ability to tailor each piece to a specific demographic. Variable data printing allows marketers to send personalized messages to specific segments of their target audience. While a master list contains a business’s current customers, a prospect list may be made up of people who rent their homes. Or it may consist of middle-class residents who spend their weekends working in the garden. Variable data printing allows marketers to segment their lists by household characteristics.
Because variable data printing is easy to use, it can help your business create highly personalized marketing pieces. Unlike mass mailing, personalization can double the impact of a direct mail campaign. 59% of consumers report that personalization affects their decision. This means that offering relevant offers to each recipient can increase ROI. Variable data printing is offered by companies like Safeguard by Innovative, who handle all aspects of your variable data printing project from creative design to mailing and postage.
Postcards get a high response rate
In this study, more than half of the marketers said they had used postcards in direct mail campaigns, but that didn’t mean they should stop using them. Personalized postcards increase the likelihood of being opened and read. This medium has become so popular that automated mail processing platforms are available. And because postcards are inexpensive to produce, you can print them in larger sizes. Here are some reasons to start using postcards for direct mail marketing.
A postcard’s response rate is higher than that of a letter or dimensional mailer. Postcards get a higher response rate than letter-sized envelopes or oversized envelopes. Moreover, they have a higher response rate than digital media. Direct mail, compared to digital channels, also has a higher motivation response rate of over 20%. And according to the Association of National Advertisers, the use of direct mail will increase response rates by 50 percent.
Multi-touch direct mail campaigns get better response rates
For marketers, multi-touch direct mail campaigns are essential for improving response rates and increasing conversion rates. They include direct mail as part of an integrated marketing strategy that also includes email, social, and digital channels. Direct mail is an excellent offline media channel and offers precise attribution. It can help reactivate dead leads by targeting prospects at different stages in their buying journey. Below are three benefits of incorporating multi-touch direct mail into your marketing strategy:
Experienced direct mailers understand the importance of multiple touchpoints and plan their strategy to incorporate a consistent testing strategy for each one. They know that multiple attempts are required to convert prospects into paying customers. They know that the audience is critical and that a multi-touch approach is essential to getting results. Multi-touch direct mail campaigns boost response rates and brand recall and increase home sales prospects. So, how do multi-touch direct mail campaigns work?
Cost-per-acquisition of direct mail campaigns
Using a cost-per-acquisition (CPA) calculation to measure your direct mail campaign’s ROI can help you decide whether or not a certain campaign is profitable. The cost of mailing, printing, and man-hours spent developing the campaign are all factors in calculating the monetary return on investment. For example, if your product costs $200, you’d need to sell 75 pieces to see a 2 percent return on investment.
The copywriting and design of your direct mail campaign is a significant element of cost. Whether or not you have in-house copywriters or hire a third-party copywriting agency, your overall cost and ROI will depend on the quality of the copy. Good copywriting will convince readers to take action. However, it will require some work, so make sure you invest in quality copywriting. Regardless of the type of copy, it should be persuasive and memorable.
