Our Creative Services team develops direct mail packages specifically designed to improve open and response rates. We are often tasked with reviewing existing formats to offer suggestions to increase their effectiveness.
Our team always leads with the question: “How can we cut through the clutter to stand out in the mailbox?” We’ve condensed some of our best advice for capturing the “mail moment” into four “S’s.” These steps will help ensure your offer is not only looked at, but acted upon:
- Size Shift
Consider using formats that provide a larger or smaller footprint within letter rate parameters. Compared to the standard #10 and 6×9 envelopes, a different shape should capture greater interest. - Something Special
Make use of unique die cut windows, film colors, or interactive opening devices such as pull-tabs or side-open flaps. Often just switching paper stocks will make a huge difference. - Short and Sweet
Keep your call to action short and compelling. Try using personalization on the envelope or inserted materials, using windows to expose intriguing content. - Simplify
Clutter causes confusion. When in doubt, simple and clean usually provides the best results.
-Mike Dietz
Director of Creative Services
Speaking Direct is a blog about building customer acquisition, customer loyalty and customer engagement using direct mail and digital marketing programs. We also discuss postal rates, regulations and how to reduce postage costs.
Tags: Creative Direct Mail, Creative Services, Cut Through the Clutter, Die Cut Window, direct mail, Direct Mail Open Rates, Direct Mail Response Rates, direct marketing, Film Colors, Letter Rates, Mike Dietz, Paper Stock and Direct Mail, Personlization, Pull-Tabs, Side-Open Flaps
Another good way to give your response rates a boost is to use personal urls. An example of a Personal URL would be: yoursite.com/Jim.Smith and when “Jim” visits his personal url, the website will usually be customized to him. It also allows the marketer to track who is responding.
Wow, very helpful Mike. I can’t overemphasize how much simplicity makes a difference. I know that in the past I have followed these four “S’s” and have been able to not only “forecast” better results but be able to realize success.