5 Ways To Increase Response Rates With Direct Mail

July 27, 2016

154.2 billion pieces of mail are delivered by the US Postal Service every year. That equates to about 422 million each day. You won’t increase your response rates by sticking your direct mail piece in a plain envelope that looks like every other piece of mail will. That will land you in one place: the trash can. A little creativity can help increase your response rates dramatically. These 5 tactics are among our favorites to increase your response rates.

1. Make it look official – When your mailer looks like “official” mail, it’s likely to be opened. Use triangles around the outside edges or use red, white, and blue parallelograms to mimic Air Mail. Use a white envelope with colors similar to the FedEx purple and orange or the UPS brown and gold. At first glance, recipients will think they’ve gotten a Priority Mail or overnight package. Make sure your content will truly resonate with your audience otherwise this tactic could upset some people.
2. Use real hand addressing – Use a third-party hand-addressing service. Real, honest to goodness hand addressing will make your mail stand out, make recipients feel special, and get your mail opened. Many marketers try to increase response rates by using handwriting fonts. This technique has become so common that most consumers can spot a handwriting font a mile away. Go with the real deal.
3. Use a real stamp – Just like hand addressing, using a real stamp adds a sense of personal touch and authenticity to your direct mail piece and will serve to boost response rates. It tells people they aren’t getting a bulk mailing and that you cared enough to be personal enough. That gets attention.
4. Employ a translucent envelope – Got something bright and colorful to mail? Don’t hide it! Put the printed piece into a translucent envelope so people can see what lies within.
5. Put something in it – Dimensional mail increases response rates. So does putting something extra into the envelope. Use a teaser like, “Free gift inside!” then add a little something for them to find. You won’t be able to use bulk postal rates, but recipient won’t be able to resist opening the envelope to see what’s inside.

What creative ideas have you used to get your direct mail pieces noticed? We’d love to hear your ideas!

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