Best Practices for More Effective Direct Mail Campaigns

Posted on February 20th, 2017

Contrary to popular belief, direct mail isn’t just a marketing tactic of the past.

It’s a highly effective B2B marketing channel that can help you reach out to prospects and customers offline. In fact, with the increased saturation of digital marketing, direct mail response rates have flourished compared to their online counterparts.

When executed properly, direct mail can deliver impressive returns. According to the Data & Marketing Association, in 2016, direct mail had an impressive 5.3% response rate, which is the highest response rate since 2003.

Whether you’re looking to reach out to your existing clients or seek new customers, direct mail is a proven way to reach the exact person who has been looking for what you have to offer. As always, though, the key to a successful campaign is the execution. Below are some best practices for making the most of your marketing dollars with a direct mail campaign.Mail Envelopes - Direct Mail

  1. Target your audience carefully. Don’t waste time and money on inaccurate lists. In-house lists have the highest overall ROI, but make sure to clean your database and only include relevant prospects. The narrower your target market, the more effective your campaign will be.
  2. Don’t be afraid to spend some money. Appearances are everything! Don’t let a poorly designed and cheaply printed mailer degrade your brand’s image. Saving a few dollars on design and printing can end up costing you valuable conversions, and reflect negatively on your brand.
  3. Personalize your campaign. Your customers are unique – treat them that way. Variable Data Printing allows us to customize EACH piece of direct mail sent to the recipient and can help increase response rates.
  4. Connect at the right time. Timing is everything – and it has a major influence on response rates. Determine the right moment to connect with your customer at each stage of the buying journey.
  5. Don’t forget a Call To Action. Tell your audience exactly what you want them to do in a clear and concise manner. Create a sense of urgency or scarcity and repeat it both visually and verbally.
  6. Layer it on. No matter how personalized your mailer, don’t expect great results with a “one-and-done” campaign. It takes at least 4 direct mail touches, plus layering in other channels to realize great results. The staggering of different pieces will help increase your ROI.
  7. Monitor and measure. Identify what success should look like for your direct mail campaign, and learn how to calculate your ROI. A few of the most common ways to measure the effectiveness of your campaign include:
  • Response / Conversion Rates
  • Cost per lead
  • Lifetime Customer Value

In a world saturated with digital messaging, print remains the most trusted form of communication. A well-executed direct mail campaign can be your most effective tool when implemented as part of a carefully designed marketing strategy, and Caskey Group is here to help you succeed. Contact us today!

Share Button

First Class Expectation

Great job, team! You and your staff did everything first class, as we have come to expect from Caskey.

Printing Client, Mississippi

Caskey Always Comes Through!

THANKS for making this happen! I always appreciate your customer service! Caskey always comes through!

Utility Client, Pennsylvania

Great AND Fast

Thank you. They look great!!!!! I appreciate you guys knocking these out so quickly!

Trade Association Client, Maryland

Fantastic Newsletter

Thank you to our sales rep and to Caskey for everything. Our newsletter looks fantastic!

Non-Profit Customer, Maryland

Helpful and Easy to Work With

Besides doing a great job on the catalog, the Caskey Team has been so helpful and easy to work with. Thank you!

Non-Profit Client, Missouri

Looking toward the future…

So happy with your team and looking forward to working with Caskey now and in the future.

Education Foundation Client, Maryland

Perfect Score!

Wow! Perfect score!!! APPROVED on the first go-round.

Private School Client, Maryland

Responsive and Very Helpful

We are happy to work with you. Your team has been great, responsive and very helpful.

Healthcare Client, Maryland

Would Pay Double

I was actually thinking about paying you double this month – you have done such an amazing job for us! Thank you very much.

Nonprofit Client, Maryland

Commitment to Quality

Thanks again for all of your hard work, commitment to quality, and contribution to making our anniversary a success. I heard that people were so taken by the quality of the program you printed, they were taking extras.

Foundation Client, Pennsylvania

View All | Submit a Testimonial