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(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ Look at the headlines and taglines as well as the message behind the copy in the direct mail. To determine your response rate, you simply count up the number of responses the mailing generates, then divide by the quantity mailed. Your analytics platform can tell you a lot about shopper behavior, such as pages visited, time on each one, and purchases (or abandoned carts). Focus on solutions to your prospects problems, and how your product solves them, and your response rate will increase. What good is data and research if you dont implement it to improve your next direct mail campaign? 6 Ways You Can Improve Your Direct Mail Response Rates | McAdams Graphics func(); el = document.getElementById(e.c+"_wrapper"); These 9 tips will help you design your direct mail to stand out and beat the bin with direct mail. When youre trying to get your direct mail noticed, dont hesitate to point out what makes your offer better. e.mh = e.mh===undefined || e.mh=="" || e.mh==="auto" ? { window.RSIW : pw; Balancing Benefits, Proofs and Promises in Your Sales Letter. var m = pw>(e.gw[ix]+e.tabw+e.thumbw) ? Direct mail response is all about numbers what you spend versus what you get back in purchases (or for non-profits, donations). Creating your own mailing listmay take some time. Always focus on what customers can gain from using your product or service. If you want an increased direct mail responserate, keep your businesss eyes on the target. Coding your response is a simple way to tell you who has responded to which mailing and offer. e.tabw = e.tabw===undefined ? Marketer's Guide to Direct Mail Response - Mailing When you have separate groups with a test, you always need a control group to get accurate results. ), -Average Buyer Purchase (What will the average customer spend?). (Learn more about creating a marketingsurvey below. Many direct mail best practices can help your piece stand out, and move the recipient along the funnel using the AIDA (Attention-Interest-Desire-Action) model. 1. As marketing guru Denny Hatch says, You cant judge good direct marketing; it judges you. Nothing is worse than when a company sends out a direct mailcampaign only to not be prepared when the responses start rolling in. Coding provides an easy way for you to know which direct mail campaign and piece of mail the prospect is responding to. As mentioned in the last chapter, market research and survey results do not mean anything unless you are able to analyze them and extract useful bits of information. Your response rate gives you a great perception of the overall success of your campaign but, when you dive in even deeper, youll also be able to draw out insights that can revolutionize your direct mail marketing. Here are seven useful tips and techniques to help improve your response rates. Increasing response rates of mail surveys and mailings | The Abdul To get even more eyes on your postcard, consider printing it larger than normal. Look at the headlines and taglines as well as the message behind the copy in the direct mail. " -Cost Per Analysis: Knowing the cost per response, cost per qualified response and cost per sale, can help you better plan your next campaigns. Its also a great way to introduce your company to new prospects especially for those who might be turned off by a hard-sell approach. 3 Methods of Increasing Direct Mail Response Rates 1. Now that theyre busy reading your sales letter, you must give it your best shot from the top because your prospects might not finish the letter completely. Adding a name to your. e.gh : e.el; By honestly asking yourself these questions, your business can fine-tune the direct mail campaign until the response rate increases. When a lead is hot and your sales team responds within the first hour after receiving that lead, you are 10 times more likely to reach the contact over the phone. Personalise Your Communication. Integrating digital channels with direct mail can lead to a 118% lift in response rate over just mail alone. Exploring Different Types of Direct Mail Formats to Increase ROI, The Power of Direct Mail for Acquisitions. Instead, just provide something simple that your prospect will find valuable something that sweetens your offer. 0 : e.thumbh; Who doesnt like to get a box or package in the mail? Ballantine - 1 High Street Court, Suite 6, Morristown, NJ 07960. For example, you may use a string of numbers like 03158804. Through matchback tracking (see above),a customers use of a loyalty, membership, or rewards card can also be traced to a mail campaign even if an actual piece is not presented. window.RSIW = window.RSIW===undefined ? gtag('config', 'G-FBZPFGBY9D'); Are they calling to buy a product? If you want to tell your prospect about everything you offer, or at least a wide selection, a catalog could fulfill your need perfectly. This response rate includes both business-to-consumer (B2C) and business-to-business (B2B) marketing. disorganized accounts). function external_links_in_new_windows_loop() { Write the letter as if youre speaking to a friend and dont be afraid to use contractions like isnt or youre in the letter. That means that you can expect around 1 or 2 purchases or responses per 100 mailers with a standard campaign. Now that youve defined your customer profile and have analyzed the market, knowing what your competitors are doing, you need to gain access to the names and addresses of those people in your target audience. Besides the headline, youre first paragraph needs to be the strongest part of your letter. var kc_script_data={ajax_url:"https://www.ballantine.com/wp-admin/admin-ajax.php"}//=pw ? else{ Summary Drawing on evidence and examples from literature on mail experiments and mail surveys, this resource suggests strategies for increasing responses to mail surveys and mailings targeted at a fixed pool of respondents in a randomized evaluation. Another way to increase desireis to clearly show how easy it is to use what youre selling. One way to get higher direct mail response rates is by getting more people to want your product. Yes, it is important to consider tweaks to your list or mail format. 0 : e.tabw; sl; Keep the page focused on getting them to sign up for the offer. 3 Methods of Increasing Direct Mail Response Rates - Adweek How to Increase Direct Mail Response Rates with LIFT by One Stop Mail // console.log('Changed ' + all_links.href); mailing.com is a third-generation print and mail company serving direct marketers for nearly 60 years. Response . Will you use PURLs and analyze the data in real time? . Sometimes a negative ROI in the short term could be good if your customers buy from you over a long period of time. Start by looking at the wording of the offer, is it confusing? On average, response rates are between the range of 1-3%. A direct mail campaign is a great way to test the effectiveness of your offers to see which ones get the most response. Besides getting you better responses, they also offer you an easy way to track your direct mail campaigns results. var pw = document.getElementById(e.c).parentNode.offsetWidth, e.gw : [e.gw]; cursor: inherit !important; Call or reach out to us today to get started on raising both your response rates and campaign ROI. How to Increase Survey Response Rates - Qualtrics If your mail is addressed to Dear Valued Prospect or something similar, youre fighting an uphill battle. The number 88 indicates the list you sent the mailing out to and 04 shows which offer they received. e.tabhide = e.tabhide===undefined ? The 8-point list below gives you some suggestions on hoe to increase the staying power of your personalized landing pages: When youre planning your direct mail campaign, its easy to fall into the numbers-based left-brain thinking. Avoid writing long blocks of text in any direct mail campaign or letter. Try one of these nine ideas to give your direct mail . [CDATA[ What have been . If the cost to acquire a customer is larger than your customer lifetime value, you need to rework something, as the model is not sustainable. If you can clearly show that A is better than B, you have learned something specific that can be applied to all of your other campaigns. How to Increase Response Rate for Direct Mail For Business. Response Rate - Divide the total count of responses by the number of pieces mailed, then multiply by 100. You can also create a unique domain name or have Personalized URLs or PURLs for each prospect. newh = (e.gh[ix] * m) + (e.tabh + e.thumbh); PURLs really go go a long way in increasing your direct mail response rate. Personalization is what makes these so effective. Immediate feedback is also 40% more accurate than feedback collected just 24 hours later. Am I fielding responses quickly enough? On average, each prospect stays on the page for about 5 seconds before deciding to stay or leave. Through the DMAs research, it has become clear that direct mail marketings cost per leadis about the same as email and pay-per-click, and significantly less than telemarketing. Do I give prospects a clear call to action? Download your free e-book? Or, perhaps they would like to sign up for your monthly newsletter. No one wants to feel like they missed out on a great deal, so use this edge to your advantage and include a time limit or deadline for a better response rate. However, in order to make the most of your direct mail campaigns, it's important to understand how to measure their success. ix = 0, This free information is very insightful and saves your company money. border-bottom: none !important; // ignored Because you did your market research, know your target customers profile and have seen your competitors direct mail campaigns, you should have a clear idea about which types of fonts and colors would speak best to your audience. The response rate to direct mail is as high as 37%. For your next B2B direct mail campaign, call a list broker and ask for their recommendations. When you acquire a mailing list, you must test it in order to understand the response rate. Whether you decide to include a free sample as part of your direct mail campaign or you offer a free gift for responding to your advertisement, youre sure to see higher response rates. In order to do this, youre going to need to know some numbers and run them through a calculation. What can they do easier? change_link = true; Conclusion: A/B testing is a valuable strategy for optimizing direct mail response rates in the finance industry, specifically for financial advisors and insurance agents. Also as mentioned before, always test any changes before committing to them completely. A postcard or self-mailer with a crowded design overwhelms the recipient. In its most simplified form, PURLs are website addresses that are personalized for each of your prospects. Analyzing Direct Mail Campaign Response Rates. The response device is physically received and can be quantified by a bar code or other tracker on the: When a sale or other response cant be directly tracked (as it is with a URL), a matchback analysis provides a way to attribute it. Its important to remember that a survey doesnt tell you anything unless you can analyze the data. for (var t=0; tDirect Mail Color Strategy If you happen to get a response rate of over 3%, youre doing fantastic and should move right along. If your business specializes in B2B marketing, stop renting lists from trade associations and list owners. However, if the product you are selling is very expensive or complex, the response rate could be much lower. if(ignore != '' && all_links.href.search(ignore) != -1) { Responses / # of mail Pieces Sent = Response Rate Even with standard direct mail, Data and Marketing Association statistics show marketers see a 5.1% response rate per household vs. .06% for emailwhich is the most popular marketing channel, according to Target Marketing's 2018 Omnichannel Marketing Report. Every day, marketersand businesses send out direct mail campaigns. Boxes are very unlikely to get thrown out and will almost always be opened. Format selection makes a difference 5.) This information will show you how they are positioning their product or service to meet the needs of the customers. -Lifetime Value: The best customer is one who buys from you again and again. With a segmentation strategy, you improve your direct mail response by tailoring your offers, copy, and more for better engagement. Direct mail enjoys high response rates compared to other channels. Youll need access to computer software in order to process the results accurately. and started in 1966 by my great uncle! Will you use reply cards that are included inside the letter? The more you spread your brand and your message, these rates increase. Personalized URLs are also a highly effective method to getting better responses and standing out. Before youre able to analyze the success of your direct mail campaign, you need to be able to collect data on response rates and sales. ga('send', 'pageview'); } Right from the start, begin learning everything you can about the market, your industry, and any and all competition. Your offer or message makes up another 40%, and 20% is everything else, like format, copy, and other creative elements. People buy solutions, not products or services. window.dataLayer = window.dataLayer || []; A direct mail list from a reputable vendor gives you the opportunity to target and reach your ideal customer. All too often businesses are too busy getting on to the next campaign without actually synthesizing what they learned and applying it strategically. Or, for local companies taking a much simpler approach, calls to a single number can be tracked by staff along with a coupon code from the mail piece. 2023 Ballantine Corporation & Ballantine Digital. Pick the right channel. e.gh = e.el===undefined || e.el==="" || (Array.isArray(e.el) && e.el.length==0)? As corporations have long known, direct mail marketingis a highly profitable marketing channel that, when executed properly, delivers great returns and high response rates. It is possible to have a successful direct mail campaign without testing, but not if you want to experience continued, long-term success into the future. Make sure that your contact information is placed clearly on the piece of mail. In both cases, print helps create a tangible and powerful way to experience a brand. So How to Calculate these Response Rates? background: #ffffff; As the data starts coming in, its important for your team to respond accordingly. Bob doesnt buy a 300 horsepower truck; he buys how it makes him feel powerful. Some experts recommend that you quickly move to emphasizing the problem your prospect is experiencing to clearly show how your product or service is the logical solution. This can enhance the offer greatly. In the eyes of your prospect, there is a huge difference between buying from you and accepting your offer. window.dojoRequire(["mojo/signup-forms/Loader"], function(L) { L.start({"baseUrl":"mc.us18.list-manage.com","uuid":"0c8c40d5addbd6bafd1d55492","lid":"7b00dc619a","uniqueMethods":true}) }) 7 Tips to Increase your Direct Mail Response Rate | DMA }); As you analyze the data, your following campaigns should increase in effectiveness. Keep the sites design simple and clear. Your call to action should not be limited to just the bottom of your sales letter. One of the greatest features of using PURLsin your direct mail campaign, is being able to track response rates in real time. House lists almost always receive better response rates because these people have already indicated that they have some kind of interest in your product or service. } catch(e){ Whether launching a new campaign or trying to beat the control, direct marketers are always looking for fresh ways to increase response rates. You should also consider coding your response vehiclebefore sending out the mailing. . Always put careful thought into the font and color scheme. The simplest way to defeat this resistance is to offer a guarantee. According to a study by Sappi, 65% of consumers agree that mail . Regardless of these facts, perhaps you still have your doubts. Perhaps you could sign the letters yourself! For example, if you mailed 5000 pieces and 500 customers converted, the response rate is 10%. gtag('js', new Date()); } This simple technique measures direct mail response effectiveness by cross-referencing mail campaign recipient data with purchase data for a specific period of time. Here are a few. Even if youve written the perfect headline and the best possible sales letter, your direct mail response rate may be low if you dont make a strong offer. How to Increase Direct Mail Response Rates | Presort Inc. List The first place to look to increase your responses is your list. Testing and analysis is a great way to discover the weak link in your direct mail campaign. Keep your personalized landing pages to about one page in length, and 5 pages maximum, for better response rates. -What solution does your product or service offer to fill this need or desire? There are certain things you can do to make them stick around longer. var force = ''; It depends. It can be a standalone campaign or used . Do you want a 95% response rate? Tip #1: Know your audience This one is the most important, but surprisingly, one of the most often overlooked aspects of direct mail. Generating Your Own Direct Mail Marketing List. All you need to do is code each direct mail batch with a specific number that differentiates it from all the others. Remember that they are most likely going to have to read the PURL off the piece of direct mail and type it directly into the web browser on their mobile device or computer.

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