Some mailings in a campaign do better than others. You’re not going to knock it out of the park with every mail drop. That is why testing and follow up response analysis is so important. There are many elements in a direct mail campaign that can affect the outcome.

When a direct mail package or postcard does not perform to expectations, take a step back and try to understand why. Break it down and determine what you might have done differently to get the result you were looking for.

Five Areas Where You Can Improve Direct Mail Response Rates

  1. The Mailing List

Some experts will tell you this is the most important element in a direct mail campaign. Is the list up-to-date and highly-deliverable? Are you mailing to the right demographics by age, gender, and income or by type of business, job title, and employee size?

Identify who did respond and find more prospects like those. If you are not putting your mail piece in the right hands, it will go straight to the circular file.

  1. Timing

Direct mail is all about reaching the right person at the right time. Will you get better response if your piece hits the mailbox on a Saturday vs. a Monday? What month of year do customers most need your products and services? Do pre- or post-holiday mailings work better?

Try parceling out a mailing into several drop dates and track the response by weekday, month, and holiday dates. You can also time mailings around audience milestones such as birthdays, new moves, and new parents.

  1. The Offer

Every direct mail piece needs a great offer with strong call-to-action. You can test numerous types — Free Trial, Limited Time Savings, Dollar Amount Off, Percentage Discount, Free Gift, Free Shipping, Complimentary Visit. Make the offer super clear and give the reader a reason to act right away.

  1. The Creative

The primary objective of any direct mail piece is to get itself read and understood. Sometimes being too creative can get in the way of this goal. The best rule of thumb is keep it simple; i.e. feature a single large image rather than a bunch of photos. Sell one thing at a time; not everything you have to offer.

  1. Personalization

Are you speaking to each recipient personally? Are you customizing the creative to targeted buyers? With today’s variable print capability, you can version a direct mail campaign to various audience segments with copy and imaging that resonates with each group.

If a direct mail piece underperforms, it does not necessarily mean back to the drawing board. It could be as simple as trying a different offer, targeting a better list, or making it more personal. And remember, no matter how well any particular mailing performs, there is always room for improvement in direct marketing.