Does Your Direct Mail Measure Up?

March 27th, 2017 by

does your direct mail measure up?

40% of consumers regularly make purchases because of direct mail they’ve received – Does your direct mail measure up?

Creating direct mail that works is one of the biggest challenges faced by marketers.  There are lots of great ways to create an interesting and irresistible piece of Direct Mail both in appearance and content.

Here are 6 great ways to make your direct mail content interesting, irresistible, personal and thought-provoking, which will direct people to your site and generate dollars.

  1. Add QR Codes That Make Your Mail Come Alive

QR codes are back. Send direct mails that come alive by integrating with latest technology. All you need to do is to embed video QR Code in your direct mail and when it’s scanned, the mail comes alive by streaming the video that you embedded.   Adding QR codes provides access to many forms of online content from the direct mail piece. They can go to websites for more info, pages for purchasing, videos and so much more. Nowadays there are amazing new virtual QR codes that can take your prospects skiing or on a safari and really make a splash.

  1. Use Scannable Print Ads

We saw this in Vogue Magazine last year. These are print advertisements that are scannable with a smartphone. Last year, Target joined forces with Shazam and implemented a scannable print ad in the September issue of Vogue magazine. Readers who have already downloaded the Shazam app, which is typically used to locate the names and artists of music songs, may scan the ad with their smartphones to get transported into a digital shopping experience.

  1. Use High Quality Paper & Ink

The USPS calls this when paper and pixels converge. Make sure the quality of images, content and other graphic images the best as it will reflect your company’s brand reputation. Consider envelopes with high gloss, texture, smell or with something lumpy inside. This cannot be done on any digital marketing channel.  If you are selling cosmetics, smell can really create a sensory sample of your product to give your customers and prospects an insight into the quality products you sell. Textures create a way for people to feel your message.  Using a classy font and quality paper invites people to open the envelope.

  1. Stand Out in the Mail with New Concepts, Sizes & Shapes

Grab your recipients’ attention by using new formats or concepts. For example, you can use large size, origami, paper modeling or 3D cards, digital formats and audio cards. Be different to stand out in the mail. The USPS offers a “Tactile, Sensory, and Interactive Mailpiece” program to encourage mailers to employ advanced print techniques such as rubberized and sandpaper textures or die-cut interactive pieces. These are the kinds of printing technologies that can increase customer engagement and response.

  1. Personalize

Everyone loves to feel special and nothing says you’re special like being addressed by name. I got the greatest direct mail postcard from the Miami Dolphins football franchise. I guess I shouldn’t even call it a postcard since it was 8 ½ X 11 and it couldn’t be missed in my mailbox. But what I was really excited about was that it had my name superimposed on a Dolphins football jersey. This was very cool. I showed it to everyone and actually pinned it up on the office wall. This was a memorable direct mail piece. That is what we strive for.

  1. Social Media

Make sure you have all your social media buttons highly visible in your mailer. This adds to the reach of direct mail. Tell people how to connect with you on your social media channels and make sure to allow people to make purchases from the channels.

Reminder – make sure you run the specs of your mailer by your USPS rep to make sure it meets all postal guidelines. Sometimes a sixteenth of an inch can make a big difference in postage, so do your due diligence and get your mailer pre-approved.

Remember people love getting exciting direct mail. And you will love the response you get when you drive people to your website!