People receive mail every day, from personal letters to catalogs to newsletters to packages. But at the same time, they also deal with junk mail. According to the environmental group 41pounds.org, the average American household receives 16 pieces of junk mail every week, compared to 1.5 pieces of solicited or expected letters.
With 90% of letters being unwanted mail, it can be quite difficult for your business to get noticed by your intended audience. Once recipients mark your direct mail as junk, they get sent straight to the trash can.
So how do you ensure that your next direct mail material does not get thrown out? Here are a few ideas to try:
#1. Know your audience better
This is a surefire way for your mail to stand out and not become regarded as junk mail. For instance, it would be ridiculous to send a direct mail piece about low-priced cars when the recipient has a history of collecting luxury cars or has just purchased a car.
Many marketers have a tendency to send their mail to a random group of people and hope that some of them will respond. This is the worst way to market a business, however, as the costs of reaching the wrong audience will still outweigh the potential sales.
The 40/40/20 rule states that the key to a successful marketing strategy is getting your audience right. Businesses typically serve a wide range of customer profiles, so it’s important to segment your audience to keep your direct mail relevant.
For example, if you’re advertising real estate, limit your audience to those currently looking for a house or a commercial property. Health and beauty direct mail, meanwhile, should only be sent to those who have explicitly stated that they are willing to try new beauty products and services. Knowing your audience will not only save you time and money, but also ensure better engagement.
#2. Make it more personal
One of the major reasons why people throw out direct mail materials is because of bad addressing. This might include addressing the recipient with “To whom it may concern,” “Current resident,” or “To the reader”. Some businesses may try to address the recipient more personally, but their name is often misspelled.
To hook your customers in, make your materials a little more personal. Talk to the receiver in a more friendly way, such as “Hey John,” or “What’s up, Marissa?” rather than “Dear Mr. Smith,” or “To Ms. Johnson”. Write your message in a way that tries to connect to them better, instead of sounding like you're trying to advertise a product. This creates a more personal relationship, which might entice them better into doing business with you.
#3. Use location targeting
Aside from learning the wants and needs of your audience, matching their location to your direct mail materials is also important. It wouldn’t make sense for a New York City-based retail company to advertise their business to someone in Los Angeles. Instead, the organization’s mail should only be sent around NYC and the surrounding areas to ensure that the mail is relevant to the recipient.
#4. Capture their attention
To avoid getting your direct mail flagged as junk, capture the recipient’s attention immediately by using credit card-thick plastic postcards like the STRONG Mailers Mail It Direct proudly offers. Because of our postcards’ rigidity, weight, high gloss, and interactive pop outs, they can be noticed easily from a mail stack.
Our mailers are also highly customizable. For instance, you can have single or multiple pop-outs for your promotional postcards. Our professional graphic designers will work closely with your company to produce the perfect layout, color palette, and design elements that will bring your direct mail visions to life. Our postcards have a personal feel with a 100% open and read rate, so you’re sure that your direct mail will not go to the trash.
No one knows direct mail better than Mail It Direct. Our durable and fully customizable STRONG Mailers provide the best impression, response, and return on investment (ROI) in the industry, so by working with us, you’re sure that your direct mail efforts are maximized. Whatever industry you’re in, we can help your business grow. Contact us today.