Even in today’s increasingly digital world, direct mail remains a tried-and-true way to connect with current and potential customers. Email marketing certainly plays a valuable role as well, but there are some areas in which direct mail often outperforms email. For example, the response rate for direct mail is up to 9x higher than email,1 and its lifespan is much longer (17 days versus just 17 seconds for email).2 Additionally, direct mail is likely to inspire action. In a recent study, 60 percent of respondents said they have acted in response to a direct mail piece.3
This time of year is a particularly good opportunity to utilize direct mail. From holiday promotions to end-of-year specials, there are many timely reasons to reach out to customers. To get the most impact from direct mail campaigns, be sure to include a compelling call to action. Here are four best practices to consider.
1. Include a deadline. To encourage action, it’s important to set a time limit that the customer should act by. Use clear and specific language, such as “Call by Dec. 31 to lock in pricing” or “Schedule your service by Dec. 15.”
2. Offer an incentive. Giving customers a reason to act greatly increases your odds of success. Almost 80 percent of people say they are likely to open or read a direct mail piece with an offer or promotion.3 Offer new customers a discount to get them started. Reward existing customers with a lower rate for renewing or signing longer contracts. You might also let them lock in 2026 pricing at the 2025 rate.
3. Consider the format. When it comes to direct mail, execution matters. Postcards tend to have a better response rate than letters4 as it’s less work for the customer to skim the contents. Additionally, including a peelable sticker or scratch-off area that reveals the call to action often boosts response rates.
4. Personalize. Customers prefer communications that are personalized to their preferences and interests. In fact, including a personalized call-to-action can convert 42 percent more customers than a generic one.5
The vast majority of executives say direct mail is their best-performing marketing channel. However, more than 90 percent of leaders struggle to scale direct mail due to time-consuming workflows.3
Matrix is here help with that. We offer a suite of end-to-end solutions that combine information with design best practices and enabled channels. From finding your target audience to producing high-performing tactics with measurable results, we support you every step of the way with a fully optimized and hyper-personalized approach.
Additionally, with proprietary camera verification systems, we track each piece to ensure it gets delivered to the USPS correctly and efficiently. This thoroughness provides you with quality assurance, peace of mind and cost savings.
With the right approach and partner, direct mail can be a valuable part of your customer communications strategy. Reach out today to get started.
3 Lob 2024
