Top 10 Direct Mail Best Practices

1. More is more

If you’re trying to get people to make a decision, make sure you provide all of the necessary information to get them to say “yes.”

This might seem counterintuitive, considering the fast-paced life we lead these days and a general tendency toward concise communication and snippets of information. For effective marketing, however, there are some very important exceptions to the “new normal.” That’s why, at J&C, we tailor the amount of information based on the communication objective. For example, if the goal is lead generation, then less can be more. If the goal is to drive response with an acquisition package, complete information is required to make a decision.

Now let’s consider the components of a direct mail package. Years of testing have confirmed that the letter is still the most-read element of a direct mail package. Still, packages that have multiple elements perform better than those with only one component. We know that using a brochure or a buckslip (insert) in conjunction with a letter always outperforms a letter alone. And using three components always outperforms using two components.

2. Include a printed response device

In general, about 20% to 25% of target customers will respond using the printed response device, i.e., they will mail back an enrollment form. This is because the printed response device in direct mail serves as both a physical and subliminal reminder to respond. If your current direct mail program isn’t using letters with printed response devices, your communication isn’t working as hard as it should. And isn’t that enough reason to make this tried-and-true technique part of your direct mail package?

3. Provide multiple ways to respond

It is critical to allow your targets to choose their preferred response method. For best results, providing three forms of response is key to the success of any direct mail program. All direct mail packages should provide: a response mechanism, such as a mail-back enrollment form; a phone number; and a web link/URL. It should be noted that J&C has found that some demographics align better with certain response mechanisms (phone, web or response device). However, we don’t suggest limiting response options for your target.

4. Let your target read or scan
The letter should include full content in paragraph form in the body, with key bullets called out in either the right-hand column or within the letter itself. This allows the audience to read the content however they prefer, i.e., in-depth or by scanning.We know that in every direct mail package, the letter is the most-read component. That’s why it’s important to ensure that the letter is working as hard as it can. To further enhance performance, it’s best to present the same information in two different formats within the direct mail package.

5. Include multiple calls to action and an expiration date

It’s important to provide the call to action multiple times within a direct mail package. A rule of thumb is a minimum of three times within the letter alone. One of the most effective formats we have found incorporates a right rail or right-hand column and a response device in the letter package. The right rail and response device should carry bullet points that highlight important messaging from the body of the letter, along with a call to action and the expiration date. Multiple forms of response are commonly included in this area, as well as any information that will incite immediate action, e.g., pertinent offers, deadlines and urgency messaging.

6. Use the power of the P.S.

Historically, the P.S. is the most-read area in a letter. The best practice is to ensure that content in the P.S. encapsulates your primary message and includes a clear call to action and deadline.

7. Incorporate personalization to drive relevancy

This year J&C has conducted several communication preference research studies. And we have universally found that customers prefer and have come to expect personalized communications. Furthermore, tests show that personalized information, including personalized URLs (PURLs), empower and reinforce your direct mail communications. Generic direct mail packages without personalization are not as effective and produce inferior results compared with packages with meaningful and accurate personalization. Customers are inundated with information, so make sure your content is relevant and, more importantly, personalized.

8. Use targeting to improve efficiency

Predictive modeling and other targeting techniques help ensure optimal spending of marketing dollars. By leveraging these techniques, marketers can increase efficiency and eliminate waste. This is a fundamental best practice of direct mail and an important distinction from general market advertising. If you are mailing to your entire universe, leverage predictive modeling to focus your marketing dollars to reach your target. It will reduce your investment by increasing your response rate.

9. Remember: Everything is testable

There is no reason to guess about results. Testing is one of the key foundational elements and best practices of direct marketing. Direct mail provides ample opportunity for testing based on messaging, creative approach, package type, offers, etc. But it’s important to remember that statistically significant results require adequate quantities.

10. Complete a back-end matchback

It is still a direct marketing best practice to complete a back-end matchback after the campaign to determine the response rate of your intended target to your direct mail package. Printed response devices are only one form of measurement, and multiple communication channels work together to help determine the overall success of a campaign. Experience tells J&C that there is a significant synergy between targets receiving both direct mail and email, particularly if a campaign is developed from an integrated standpoint. It is critical to understand how many people responded to an initial list, and then to analyze all aspects of the mailing, such as who responded, what channel they responded through and what response mechanism was used.