Promotional Products: Direct Mail Strategies
Here's a test: Given the choice, which would you open first - an ordinary flat envelope or one with a noticeable bulge?
If you picked the bulkier envelope, you're not alone. A research study at Baylor University found that when a promotional product was added to a direct mail piece, response rates rose as much as 75%!
Adding a dimensional product such as a magnet or bookmark pen to your mailing is just one way to get noticed. Another strategy is printing on both sides of the envelope since there's a 50% chance the mail will sit face down on a table or a desk. One psychology publication grabbed attention and new subscribers with the phrase, "Do you close the bathroom door even if you're the only one at home?" on the flip side of their mailer.
No matter how artfully designed your direct mail piece, the only thing that matters is the response. Some of the most successful marketers rely on tried-and-true-techniques to help ensure a strong response.
Consider these suggestions:
Mail Three Times - Try a mailing blitz; three mailings in 10 days. For most companies, the third mailing captures the best response.
Get Help - It sounds elementary but mistakes do happen. All it takes is one misspelled word, name, or address to spoil your promotion. Let a friend, spouse, or co-worker proofread your letter. Remember, you only get one chance to make a first impression!
Make an Incredible Offer - It's hard to beat a free offer for increasing response rates. Try to offer prospects something free with no strings attached. While it may cost a little, the payoff might be the beginning of a long-term client relationship.
A creative delivery approach can turn a good promotion into a great one. A leasing company promoted the grand opening of a new office building with plastic boomerangs during a local parade. Their address was printed on the top of the boomerang while pertinent details were featured on the bottom. Another firm used logo'd sports drink bottles as the mailer, stuffed with a packet of drink mix and a message inside.
Need creative ideas for your next direct mail promotion? Give us a call!