14 Direct Mail Marketing Ideas to Increase Response Rates

08-11-2022

As an entrepreneur or small business owner, you can’t afford to waste a dime on wasteful marketing. If you’ve never tried direct mail marketing before, then you’re simply not aware of its incredible value. For pennies on the dollar, you can design multiple versions of a direct mail campaign, assign a unique ID code to each version, and then test different elements of those designs and measure their success. Then it’s just a matter of refining your design to further increase response rates and you’ll soon perfect the ultimate direct mail weapon for your marketing arsenal… that you can use for years to come.

The industry average for response rates for direct mail campaigns hovers around 2%.

postcards.

Why postcards? Postcards often get up to a 4% response rate… or more if your marketing is well targeted and designed by a marketer. Not only are postcards inexpensive to print (from many online printers), but they also don’t require opening…all the recipient has to do is flip the card over for more information…no fuss, no fuss.

When it comes to designing direct mail, copy is definitely king, but to grab the attention of today’s consumers, your marketing pieces need to stand out from the crowd and make a big impact with truly valuable offers. In case you’re not the most creative person, I’ll get you started with the following direct mail tips and ideas.

1. Send frequently: Send mail regularly and frequently, but make your mailings relevant and interesting. The more often you send emails to your mailing list, the more you’ll be top of mind for those customers when it’s time to buy.

2. Use Testimonials: Ask your customers to write a review of your business or product, then send a copy to your mailing list with an invitation to visit…and add a coupon with an expiration date as an added incentive!

3. Use a Loyalty Program: Reward your customers for continuing to do business with you. Set up triggers that alert you when customers have reached a certain purchase level (or track and collect 5-10 “punch cards”) and send them a note acknowledging the achievement along with a coupon or discount as a special thank you.

4. Create a Referral Program: Ask your best customers to provide you with names and addresses of friends and colleagues who they think would benefit from your products and services. Send these referrals a promotional offer and reward the original customer with a gift too. Don’t forget to use an incentive for your customers to join the program.

5. Host a seminar or have a guest speaker: Hold a training seminar or host a speaking event that ties in with your product offerings and invite your mailing list. You will be educating your customers and your guest speaker will gain exposure while increasing traffic to your business.

6. Send a monthly newsletter: Features new products, timely tips, employee of the month, product ideas, upcoming events and seasonal sales. It’s great for getting new customers interested in your business while keeping existing customers informed and involved.

7. Mail a coupon calendar: Send your customers a monthly calendar where certain days are coupons. You’ll be amazed at how many sales a single calendar mailing can generate. To reduce printing and shipping costs, you can include this calendar as a page in your monthly newsletter.

8. Celebrate special occasions: Be sure to note special occasions like birthdays and anniversaries of clients and their loved ones, then use that information to show them your appreciation. About two weeks before a special occasion, mail out a couple of coupons…one for something FREE and one for a special discount.

9. Run a monthly contest: Mail your customers a contest ticket that they can complete and submit for a monthly drawing. This draws people to your store and helps expand your mailing list for future promotions. This can also be part of your Monthly Newsletter.

10. Make a private sale: Mail your loyal customers an invitation to a private sale and offer them an additional discount, or the opportunity to buy at sale prices the day before a public sale. Customers appreciate that you acknowledge their loyalty.

11. Have a block party: Get other businesses in your area to join forces for a block party. Bring rides, games, clowns, or other attractions. Make a big sale on the sidewalk as part of the event. Advertising, advertising, advertising! Before the big event, send coupons and special discounts to your list and ask your members to do the same.

12. Give back to the Community: Send a letter to all of your customers announcing that a certain percentage of sales during a specific period will be donated to a local charity and ask them to be partners in that effort.

13. Send convenient reminders to customers: “You’re due for an oil change”, “Time to groom Fido again”, “Wow, Anthony is turning 10! Time for some bigger shoes!” Customers respond well to reminders like this and appreciate that you take the time and effort…even though it’s an advertisement, it’s still a good reminder of a product or service they know they need.

14. One final tipif you offer a good benefit for responding, arrange to return postage paid…response rates can be as high as 8% or more!

I hope you have enjoyed these ideas and see an increase in income by using them!