How to improve your direct mail response rates

What steps do you take to improve your direct mail response rates?  How do you try to optimize your direct marketing campaign?  As a Direct Marketing Consultant, I believe that Direct Mail is here to stay and may even become stronger as people begin to realize that email and the web are becoming saturated with way too much volume of messages.

So the question for today is:  if we are to turn to direct mail as our targeted direct marketing approach, then how do we ensure that our response levels are optimized?  I think that the reason that so many have turned to opt in email is because it is more cost effective (no print or mail fees) and much more timely.  However, I believe that the results are declining because of the sheer volume of data people are receiving.

I have located a couple of articles that I think will support the optimization of direct mail campaigns.

Here is one article from Direct Marketing IQ entitled, “12 Little Tests in 2012 to LIFT your mail response FAST.”  Here are some of their recommended tests:
1.  Change your outer envelope – unique size, shape, or color
2.  Test a new letter – try something different – a new approach/offer
3.  Strengthen your offer – what you can do to really entice the recipient to take action?  Something new and unique maybe?

What about trying a glossy postcard with a great call to action?

Here is one more article from PR Web entitled, “The Staying Power of Direct Mail in 2012.”  The article reinforces direct mail as a “breath of fresh air” from the flooded digital marketing arena.  The article goes on to state that a July 2011 Journal of Marketing survey found that consumers still prefer direct mail over email.

Therefore, I say: please consider multichannel marketing where direct mail still plays a part!

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