3 Successful Recommendations for Getting Your Mail Shot Letters Opened
Think about how you respond when you bring in the mail. It is likely that you sort the post in order of importance – you may have a pile of things which are obviously bills and letters addressed specifically for you, then a pile of magazines and other things you are interested in and then a pile of mail which is destined for the bin. If you are sending out direct mail it is obvious that you need your mail to be in the first pile and not the last.
Make you sure your mail is addressed to someone
Personalised letters work far better than impersonal ones. Handwritten envelopes with a stamp on are the most successful way of getting the recipient to open it. Don’t address the letter to the ‘Home Owner’ or ‘Occupier’. Impersonal mailings will almost certainly end up in the bin. Don’t use a typeface which tries to look like hand writing. These are easily spotted and won’t help your letter get opened.
Vary the appearance of your future mailings
It is important to create variety. If someone opens your letter, sees it’s a mass-mailing and decides they’re not interested, they’ll throw away any similar looking letters in the future. Use different types of printed envelopes, window envelopes and plain envelopes to ensure your mailings have the best chance of being opened. You’ll also reach different people – some people may not open printed envelopes, but always open plain ones or those with windows because they look like bills.
Vary the mailing and keep testing
This is an important aspect of any marketing campaign. Identify what variations occurred for each mail shot and log the responses accordingly. It should become clear if the appearance of the mail shot has an effect on the success o f the campaign. Even if your campaign is successful keep trying new things. From the results you maybe able to rule out certain strategies and build on tactics which had show positive results. Finally, if the response rate is similar, you can use the second campaign to your advantage. Mail the first shot to everyone, then the second shot to those who don’t respond. In that way, you may be able to achieve a good response rate from both groups of recipients.
There is no way of guaranteeing success will mass mailings. By following this advice you are increasing the odds of success.
Go for printed envelopes to increase the success of your direct mail marketing campaign.