The Schedule
Direct mail is most effective when mailed repeatedly and regularly. For planning purposes, figure a typical response rate of 1-2% (though this number can change based on many factors). The response rate is cumulative based on minimum of three mailings. If your budget allows for a mailing of 6000, the response rate will be higher if you mail three times to 2000 rather than one time to 6000.
Space the mailings between 4 and 6 weeks apart and coordinate the dates with a supporting e-mail and/or telemarketing campaign. Using more than one marketing channel will improve response rate.
Tips and Tricks
Creating a direct mail marketing campaign that also includes using e-mail outreach is becoming increasingly popular. Adding a QR code to a mail piece makes it interactive and takes the recipient to a web page for more information, to enter a contest or take a survey, or retrieve a coupon. Some QR codes make a phone number pop up on a smart phone; by clicking, the recipient is connected with a contact center-effectively completing an inbound telemarketing response.
The shoe company DSW (Designer Shoe Warehouse) learned something interesting about its customer's use of QR codes: namely, that men like to use them but women often ignore them. DSW found that their male customers don't like tearing a coupon from a mailer and putting it in their wallet, but will click on a QR code that provides a coupon that can be downloaded to a smart phone. Women, who are more inclined to put something in their purses, were less likely to use a QR code-based coupon.
Direct mail is effective
Direct mail is a proven and viable method to communicate with customers and prospects. For help planning and executing a direct mail marketing campaign, contact us at 254-773-7391 or by email dennis@papergraphicsltd.com. We'll guide you through the process to bring you success.
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