Is more information truly more effective? When it comes to direct mail, the answer is yes.
Here’s a key best practice in direct mail: If you’re trying to get people to make a decision, then provide all of the information necessary to get them to “yes.” This means ensuring all of the relevant content is incorporated into the direct mail letter, even if multiple components are utilized.
This doesn’t always seem intuitive because we are so time-compressed. Naturally, we assume everyone wants information as concisely as we do in the workplace. The counsel J&C always provides clients is to gauge the amount of information based on the communication’s objective.
If your goal is lead generation, then less can be more. If your goal is to drive response with an acquisition package, then all of the information to get the target to a decision point is necessary.
Response devices are a reminder to respond and can be utilized in lead generation. Response devices can be an effective technique even when the program is aimed at generating leads. 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. Adapting the response device to generate hand-raisers versus generating an enrollment is a viable strategy for lead generation.
Now let’s consider the components in a direct mail package. Years of testing have confirmed that the letter is still the most-read element of any direct mail package. A solid direct mail letter is a foundational element in direct marketing. However, packages that have multiple elements perform better than those with only one component. Using a brochure or a buckslip in conjunction with a direct mail letter will always outperform a letter alone. And using three components outperforms two components.
It’s also important to realize that direct mail seldom works as a stand-alone medium. Direct mail is typically more effective as part of an integrated strategy. Over the last 24 months, we’ve found that less than 25% of respondents will act via a mail-in response device. That makes integration with landing pages a must, especially for certain types of demographic targets.
Topics: Direct Marketing
