According to Direct
Mail News, in 2012 the average response rate for direct mail was 4.4% for both business-to-business and business to consumer
mailings—considerably higher than industry expectations, and surging past
electronic mail's response rate of just 0.12%.Jun 13,
2013
The above information is several years old now so we can take
it for what its worth. I was surprised also because I always thought that is
was around 2 percent. Another surprising (but perhaps not so much when one
thinks about it), it highly surpassed digital, electronic mail. Now to prove my
point, let’s ask another question:
What is the response rate for direct mail with item inside?
My
answer is, I’m not sure, but from what I found on the web, it is well over 50%.
I’ll let you do your own research. Ask yourself about the times when you
received an envelope with a certain “bulkiness” to it, something (what could it
be?) was inside making the envelope bulge. You knew something was inside and
you opened it, right? I can’t imagine anyone throwing something like this away
without at least finding out what it was, can you? I remember receiving a bulky
letter and on the inside I found a candy mint taped to the letter stating: “It
doesn’t cost a mint to…”. You can do something similar with a penny or even two
dimes and say “When I started I didn’t have two dimes to rub together. Even if
this is your situation, I can help”. With an envelope that has a clear window
with a real dollar bill showing certainly works well. If you haven’t used these
ideas with your mailings lately, I suggest that you give it a try; you’ll be
glad that you did because leads and sales ultimately result.
When someone opens the mailing piece and finds a mint or even
a dollar bill, when they consume the mint (if they do) or use the dollar, do
they “remember” you and your business? My answer is, “not likely”. So let me
get to the “triple whammy” or “3 for 1” effect.
When someone
opens your envelope because it is bulky, you’ve gotten farther than most people
do with direct mail; that is #1. Now with whatever you’ve used for the bulkiness
and how it relates to the contents so it is a memorable and relatable to the
receiver will determine if the person takes action. If so, that is #2. Are you
ready for #3, the one thing that truly gives you more “bang for your direct
mail buck”, the thing that sets you apart from others who just do steps #1 and
#2 which only yields the results of only doing #1 and #2; the something “extra”
that may make the difference between failure or success?
Here it is.
When you do this, I promise you that you’ll get results and add to the duration
of time in which you get results. Include an imprint on the item which created
the bulkiness. You could include a pen with your imprint, a coin that requires
the recipient to come in to your store to redeem it, or even the mint I told
you about earlier could have an imprint on the wrapper. However, my choice of
item would be the pen or something similar which has an advertisement (your
imprint is the ad) which would be seen for a longer period of time so your
recipient is reminded to visit your business. The mint or coin has immediate
impact but the imprinted item that offers prolonged use has the stronger and
longer marketing impact.
So when you
consider the cost (investment) of direct mail, my thoughts are to add a bit
more time, thought and creativity in your mailing pieces along with an
imprinted item; which will increase the cost but the overall positive income
resulting from doing it this way will be well worth it.
Direct Marketing: Strategy, Planning, Execution
Ter Scott
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