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Follow the 4 “S’s” for Greater Direct Mail Open Rates

Mike Dietz

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:

  1. 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.
  2. 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.
  3. 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.
  4. Simplify
    Clutter causes confusion. When in doubt, simple and clean usually provides the best results.

-Mike Dietz
Director of Creative Services

 

link https://www.iwco.com/blog/2011/03/16/follow-the-4-ss-for-greater-direct-mail-open-rates-2/
Mike Dietz

Author

Mike Dietz

Executive Creative Director, graduate of St. Cloud State University and IWCO Direct team member for more than 18 years. Personal business philosophy: “Beautiful design is fantastic, but if it doesn’t work it doesn’t matter.” Proud father who enjoys spending time with family, golfing and is a life-long Minnesota Vikings fan.

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