A direct mail campaign’s response rate is one of the key metrics for measuring its success. In previous posts, I’ve discussed how changes to outer envelope design or implementing one or more of the “4 S’s” can make a positive impact on your next direct mail campaign. Another way to increase response rates and have your direct mail piece be noticed in the mail box is to include plastic or paper promotional cards in your package.
When considering how to get greater ROI from your direct mail campaigns, cards offer a number of advantages that can increase the perceived value of the piece as well as engagement and response rates:
- Cards can be highly personalized. From the recipient’s name to customized images, cards provide a great medium for personalization, which we know is key for improving customer engagement.
- Cards are an effective way to highlight important information like promotion details, expiration dates and calls-to-action.
- Cards are versatile and can be customized to meet the needs of your campaign goals.
- The physical makeup of the card also gives the piece more presence in the mail box which can help improve open rates. A card can also entice a recipient with its position in the direct mail piece. For instance, cards can be shown through the envelope window or hidden in the piece.
- Moreover, when important information is printed on a card, recipients can save it and reference it at a later time—keeping your message in hand and easily accessible long after the delivery date. Examples might include a restaurant tip card, travel information or response instructions.
– Mike Dietz
Director of Creative Services
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