Don’t forget the envelope! Top tips for direct mail campaigns

Sending direct mail to potential customers or existing clients can be a powerful marketing tool for your business, but remember 70% of mail is opened over a bin!

Here are some Mzuri top tips for making your direct mail campaign stand out:

1. Data  –  Make sure you send it to the right person (and that you spell their name and company name correctly) – if you have the right piece of direct mail in the hands of the right person then you are much more likely to get the response you’re after.
2. Colour – using coloured envelopes coordinating with your brand colours can make all the difference when your delivery is amongst other mailers on the mat.  Use stickers to brand up plain envelopes as another cheap option (plus you can use them for other things like branding carrier bags, packaging and the like) or go the whole hog and print your logo on the envelope itself, ensuring brand consistency for all  paper communications.
3. Size – size isn’t everything, as they say, but having a mailer which is a different shape can attract more attention. You can have mailers ‘die cut’ in any shape you like or even just try square versus the traditional A5 or A6 sizes.  Be careful though – remember postage cost is now dictated on size as well as weight.
4. Copy writing – do you have a consistent tone of voice for your brand?  This is just as important to your company brand as your logo, as it further represents how you do business and how you interact with your clients.  If you don’t write well then get a copywriter to do it for you, it is really important.
5. Timing – when are you sending your mailer out?  If it’s directed at someone who might be away from work at half term holidays for example, then check out when this is and avoid it.  Work out when you want the mailer to get to the client or prospect and then work backwards leaving time for design, copy writing, print, fulfillment and post (that is if there isn’t a postal strike!)
6. Consistency – How does your direct mail sit within your marketing strategy? When someone checks you out online after receiving your mailshot do you look the same, do have the same tone of voice, is there a link to the campaign content?  The answer should be yes! Make sure all your marketing materials are consistent in all aspects.
7. Follow up – once you’ve sent your mailshot out, what do you do? Sit around and wait for someone to call you? No! Call them make sure they received the mailshot and see if it was interesting for them – if you’ve done the research on your data (see point 1) then they should be interested.  Consider using a telemarketing company to follow up if you don’t have the time.
8. Response – incorporating a tear off, reply paid section on a mailer can be an excellent way of finding out if your offering is required. Why not incentivise people who return them to you by offering a product, catalogue or consultation free of charge.
9. Record – keep a record of how many leads you get from your mailer, or purchases you get from existing clients.  This will provide valuable insight into how to approach the whole thing again next time.

To sum up – who, what, when, follow up and record – happy mailing…(when they’ve finished striking!)