Elements of a Direct Mail Campaign: The Mail Piece

There are three basic elements of a direct mail marketing campaign: a mail list; a mail piece; and a schedule. Each element influences the response rate (and therefore the effectiveness) of the campaign. In our last Blog we looked at the mail list, this time we will take a look at the mail piece.

The Mail Piece

There is much debate about what format for a direct mail piece is best. If the job of the mail piece is to engage the reader, then information from the Direct Marketing Association indicates that format isn't as critical as you might think. In the Statistical Fact Book for 2006, the read rates for postcards, catalogs, flyers, letters and large envelope letters ranged from 42% for postcards to 34% for letters.

So the best advice is to choose a format that is most appropriate for your message. Here are a few suggestions:

• Post card/self-mailer. Good for a message that doesn't require a lot of explanation. Use to build traffic (to a website or a physical location) or complete transaction (place an order).
• Flyer. Good for a general message or announcement, especially when the target audience is prospects rather than customers.
• Direct mail package. A large envelope with multiple inserts-letter, brochure, order form, response device etc. Used more for customers or hot leads than for general prospecting.
• Letter. Use when you want to give a personal feeling to the mailing. Because two-page letters elicit a higher response rate than a single page, either write a longer letter or include something else- a brochure, an article or a product sheet- to serve as the second page.

The content of the mail piece must always include an offer and a call to action. A good offer is relevant to the target audience; promotes only on thing; it's time sensitive (to create a sense of urgency) and is easy to understand. If the purpose of the direct mail campaign is to secure an order, the offer can be product-related (such as buy one, get on free; free trial; premium with purchase; free sample; or price discount). If you are trying to secure leads, then the offer should provide a motivating incentive (educational or information white paper, free consultation, research results).

When the target audience is consumers, include a coupon. Across all age groups, 70% of buyers respond to a message that includes a coupon.

You may be surprised to learn that the design of a mail piece accounts for only 20% of the response rate. What this means is that unless your target audience requires it, you can keep the design simple. The rule of thumb is that the recipient will invest from 3 to 7 seconds to decide whether to open and read; keep to read later or pass on to someone else; or discard. Use this time to best advantage by following these tips;

• Use a large, short headline as teaser copy on the front of the envelope or post card.
• Stress benefits, not features in the body copy.
• Make the call to action simple and easy to find.
• Include contact information prominently but not dominantly
• Keep your logo and name visible but don't make it compete with key elements of the mail piece (headline, offer, call to action).

In our next Blog, we will look and scheduling your direct mail campaign.