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Direct Mail – take advantage of this traditional communication - Guest Blog by Annie Cooley

by Administrator Administrator on ‎12-23-2010 09:06 AM

Direct Mail – take advantage of this traditional communication

by Annie Cooley



Statistically speaking, the average open rate for email marketing is 30%. Though this is a successful rate in e-marketing terms, you are still not reaching a big number of recipients. Why don’t you combine marketing efforts and put Direct Mail into action.

Direct Mail can be a more expensive mode of communication, but when targeted it can bring about the positive results you are looking for. Did you know that 98% of consumers bring in their mail the day it is delivered and 77% sort through it immediately after receiving it? And according to the United States Postal Service, 55% of consumers look forward to discovering the mail they receive.


So, why not put together a Direct Mail campaign that targets the contacts that did not open your previous email campaign?


What should you consider when creating it?


Adding a personal touch. Take advantage of the opportunity to personalize your message by addressing your customer’s name and/or company and appealing to their interests. With a service like Sage E-marketing for ACT! you can fully automate this process with mail merge tools.


Benefits that stand out. You need to ask yourself two questions: How will my customers benefit from this product/service? And how does my product/service compare to its competition? The keyword in the first question is “benefit.” Your recipients will want to know what is in it for them. Then you also need to stand out beyond your competition. How are you benefits greater than those of your competitors?

Use design elements that demand positive attention. You have created benefit driven copy that needs to be read. Design is the final touch to tie each element into a successful visual message that engages and entices your readers to take action. Here are a few things to consider:

•    Clean and simple design outweighs big, bold, colorful and cluttered
•    Pick one relevant feature to dominate the postcard
•    Make your headlines stick out with bolder type and size
•    If you use images, make sure they are relevant to your message and to your reader
•    Make sure your call-to-action is easy to find and to act upon.


Track its success. Every direct mail piece should have a call to action. A call to action should always have a next step. The next step will most likely lead to a landing page that will encourage the participant to sign up for an event, purchase an item, start a free trial, download a report, and more. Through the landing page you will be able to see how many people took action. By tracking those results you are better equipped to analyze what’s working and where you can make changes to ensure the greatest response rate.


What else would you add? Share your successful Direct Mail campaigns.


Want to learn more benefits and practices of Direct Mail, download Swiftpage’s whitepaper

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