According to the DMA, direct mail had an average response rate of 9% for house lists and 4.9% for prospect lists. This makes 2020 the year to do direct mail! But how can you stand out? Here are some tips on setting your mailing apart:
- Try new formats
- Do you usually send a postcard to your prospects? Maybe a multi-page newsletter? If you have a go-to, perhaps it’s time to consider switching it up. Send a postcard if you usually send something longer form and vice versa. Test new formats and measure the results. Keep testing and improving!
- Personalize
- Ever gotten a mailer that said dear customer or current resident? Seems kind of impersonal, right? There are many many ways you can personalize your mailings these days. From names, job titles and companies to locations and personalized links.
- Have a cohesive campaign
Make sure your campaign is consistent across multiple platforms. Your prospects should be able to recognize the same campaign in direct mail, social media, email and more.