Nobody sends direct mail any more… do they?
Yet, research shows that it gets a better response than ever. A study by MarketReach revealed some startling insights…
87% of people said they were influenced to make an online purchase as a result of receiving direct mail. Four out of five people also said they’d connected with a business after getting direct mail.
Did you know the average mailer hangs around the home for 17 days and 29% of people said they’ve shared it with someone else?
72% of people get less than three pieces of mail a day. Yet 70% agreed they get too many emails.
Is it time to look again at direct mail?
Who you calling lumpy?!
So. What makes people more likely to respond? There are a few techniques and tricks you can use to your benefit.
The first is to take advantage of ‘lumpy mail’.
What’s that? Picture it. You get an envelope. It’s lumpy. There’s something inside. Could you resist opening it? No, of course not. Adding a gift or something lumpy adds intrigue. Try a pen, or a promo gift with your logo, for them to keep.
Or, go one better. Turn ‘lumpy’ into a ‘thud’.
Make your piece too big to ignore. Send a thick folder.
Or a printed box. Make people have to sign for it. If you’re selling something of higher value, investing a few quid per piece might significantly increase your conversion rate.
Get Pens, Folders and Printed Boxes all including delivery.
How can they ignore that?
The bigger your mailer, the less people can ignore it.
It’s like watching a movie on your mobile, or on a cinema screen. The experience is totally different. A big mailer immerses people in your marketing.
To qualify for lowest postage rates, your mailer needs to be A5 size. So how can you make a bigger mailer without spending loads on postage? Fold it!
You could start from A2 – that’s the same space as four pieces of A4 printer paper. Fold in half, then half again, then one more fold and you’re down to A5.
Or go for a 2, 3, 4 or 5 panel A5 brochure which rolls out and tells your story in 4, 6, 8 or 10 pages.