Direct mail projects are a significant piece of our business. When asked if direct mail works, our answer is YES! However, doing it right is key. Knowing your target audience and making sure your message is concise and relevant are necessary elements for a good return. The most important advice we have is to make sure that your direct mail piece contains a “call to action”, such as directing the recipient to your website or a custom micro-site that allows you to capture data about your customer. Using variable data in the form of text words and images that are specific to each recipient is one of the most valuable tools that will increase the lifespan of your direct mail piece along with the response rate from your target.
We would love to hear from you about your direct mail campaigns. What has worked for you in the past? What was the coolest piece you’ve done? Also, here are some good points about direct mail from Entrepreneur.