You only have 3–5 seconds to get recipients to open your mail (the Open NOW Rate of physical mail), which is why an envelope’s top job is to get itself opened. The outer envelope is typically the last piece of a direct mail package to be designed; yet the first piece your audience will see. Read more…
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If the financial services industry is any indication, direct mail is not only gaining strength among marketers, but also working well across various age groups. Recent information uncovered by direct marketing research firm Competiscan shows that “direct mail outreach by the financial services sector to Millennials grew faster than to any other age group from Read more…
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Informally, the old one-two punch refers to “an especially forceful or effective combination or sequence of two things.” In direct marketing the two-channel combo of direct mail and email packs a powerful one-two punch in getting the message out and bringing response in. Here’s why… Email Can Prime the Direct Mail Pump Before sending a Read more…
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The goal of all direct mail marketing is to elicit response. That can happen in a number of ways: driving retail store traffic; attracting website visitors; developing inbound sales leads; generating telephone orders. Profitable direct mail pieces accomplish this goal when they: Capture the attention of the recipient Influence their desire for the product or Read more…
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Objective #1 in any direct mail campaign is to bring attention to your mail piece and get it opened. There may be no better way to accomplish this than to present your recipient with, well, a present in the form of a package with something three-dimensional inside. Who can resist opening a small package they Read more…
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When you get home, do pick up your mail and scan the envelopes as you walk back to your front door? Has your spouse already picked it up from your Post Office and left it on the counter for you to review when you have time? Do you look forward to reviewing your mail or Read more…
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With all of the man-power, time, energy, and money that you invest in your direct mail campaign, it’s worth it to take the extra time to cover your bases and ensure you don’t commit any of these common mistakes. Sending to a Bad List You’ve planned for months, invested money on production, printing, and postage, Read more…
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$1.8 billion. That’s how much the USPS spends each year to process undeliverable-as-addressed (UAA) mail. That figure reflects the 6 billion mail pieces that are tossed in the trash every year due to “poor address quality”. While the total volume of UAA mail has decreased over the years, that number is still shockingly high—and shockingly Read more…
