Direct mail is one of the most consistently high-performing marketing tactics with results that beat email and search. Our list of essential money-saving tips and strategies can make a difference for marketers who want to drive ROI or those who’ve never tried it.
Direct mail is already one of your most cost-effective and hardest-working marketing tools, delivering impressive results:
- Direct mail has a response rate of about 9%—compared to 1% for email, search, or social.
- About 50% of people say they prefer to shop at stores that advertise to them through the mail.
- Direct mail also has a median ROI of about 29%, well ahead of paid search and online display.
So if you’ve never tried it, or you’re a budget-conscious marketer who wants to do more with less, it is possible to drive down your costs without compromising quality or effectiveness.
It All Starts with Your List
Even before print, production or postage, the single biggest impact on your direct mail budget is the quality of your mailing list—accounting for about 40% of your success! Incorrect addresses and incomplete listings can literally nickel-and-dime your ROI, and misspelled or wrong names may prompt the intended recipient to toss the mailer into the junk pile. Avoid these pitfalls when it comes to your mailing list:
- Don’t buy a list if possibly. Focus on organically growing your own customer list.
- Perform regular clean-up. At least twice a year, you (or your database software) must look at things like duplication, undeliverable notices and address standardization.
- Allow unsubscribes. To keep your delivery rates high, which keeps your costs low, allow recipients to unsubscribe. Include a URL on your mailers that lets recipients opt out.
Choose the Right Format and Size
Smaller, lighter-weight pieces tend to be less expensive than larger, bulkier mailers. This helps explain the enduring popularity of the postcard: they’re well received and read by about 53% of recipients.
It may seem counterintuitive, but extra-thin mailers cost you more money to mail. Another drawback to ultralight mailers is that they are less durable than heavier stock. Your print partner can suggest appropriate papers and coatings.
The Proof is in the Printing—Literally
You can hire a vendor for quality control, including proofreading and pre-flighting, but if you provided a file that says you’re offering a 50% discount but you really only intended to offer a 5% discount, that will cost you. At the very least, you should be carefully reviewing your digital proofs for accuracy, but many customers like having a physical sample, or contact proof, to review. You can also do what’s known as “direct mail seeding,” or putting yourself into your list to get the same direct mail experience your customers do.
The Benefits of Outsourcing to an Expert (Like Us!)
One of the biggest benefits of working with an experienced direct mail vendor like us is that we know all the trade tricks, so you don’t have to! We have the sophisticated equipment, automated processes and years of experience that can drive down your costs significantly, including:
- Automated functions, including pre-sorting and printing barcodes, which can net you a significant savings on postage
- A massive inventory of available materials so we can turn jobs around quickly
- Most importantly: We work with knowledgeable designers who can create a high-quality, beautifully designed piece that adheres to direct mail best practices
We are direct mail experts! We’ve worked with both small and large businesses in every industry imaginable. Contact us to learn more.
