Boosting Mailings Results on a Budget

How can you boost your direct mail results on a budget? It doesn't have to be complicated. Sometimes the most straightforward steps have the most significant impact. Here are five tips for simple, inexpensive changes that can lead to substantial results.

1. Be relevant, not fancy.

Personalized communications do not have to be complicated to be effective. If you are an automotive service center, for example, you do not need to know someone's household income, the presence of children in the home, or favorite hobbies to create an effective mailing. Finding vehicle owners with cars over three years old—just out of warranty—might be more impactful.

2. Scale it down.

We are familiar with the phrase "Go big or go home," but when it comes to mailing, sometimes less is more. By creating relevance, you can often bring in more revenue with smaller, more targeted mailings.

3. Clean it up.

Ensure your mailings reach their intended destinations by removing duplicates and running your mailing list through software such as National Change of Address (NCOA) and CASS. This not only increases marketing efficiency but also reduces postage costs.

4. Get triggered.

The effectiveness of direct mail increases dramatically when you send it at the exact moment the customer is ready to buy. "Triggered" messaging does just that. For example, dentists alert their patients when they are due for cleanings and X-rays based on their last visit. Florists send reminders in advance of key anniversaries.

5. Mix it up.

If you have been sending the same type of piece for years, try something new. Change the mailing format. Change the color of the envelope. Create something that the recipient has not seen before.

Like any of these ideas? Contact us to implement them and freshen up your next mailing campaign.