Direct mail returned an average response rate of 9% for house lists and 4.9% for prospect lists last year, according to the Data & Marketing Association’s 2018 Response Rate Report.
How to track your response rate?
1. Include a personalised URL (PURL)
By adding a PURL to your mailers, you can link your audience to a landing page built specifically for your direct mail campaign and personalised to each recipient.
2. Include a phone number
Track leads with a unique phone number used specifically for your direct mail campaign.
3. Include a coupon code or offer
If your campaign focuses on a specific deal or promotion, you can track its effectiveness by measuring how many people redeem the offer. You can use coupon codes specific to the offer or unique to each recipient, depending on how specific you’d like to get with your tracking.
4. Include a QR code
QR codes are barcodes that can be read by a smartphone’s camera. They send your recipient automatically to a landing page built for your campaign. Just ensure that the purpose of the QR code is clear, to guarantee recipients will use it.
How to Get a Good Direct Mail Response Rate
1. Combine Direct Mail and Email
Direct mail works even better when integrated into multi-channel marketing strategy. Email and direct mail work especially well together, boosting response rates by as much as 35% compared to standalone campaigns in either channel, according to the DMA.
2. Segment your mailing list
Segmenting your mailing list allows you to send out direct mail that is more relevant to recipients and therefore much more likely to generate a response.
3. Use a professional design
Make your direct mail look attractive and eye-catching. The more professional your direct mail looks, the more likely customers are to read it and take the required action. Be innovative, use unusual shapes and don’t forget about the envelope
4. Personalise your piece
According to a DMA data report, response rates for non-personalised mail pieces average about 2%, while personalised pieces have response rates of 6%.
5. Stick to one CTA per piece.
One clear call to action with specific direction makes it easy for prospects to understand what to do next. Your CTA should be precise and easy to understand. Try to use as few words as possible and be specific about what you want prospects to do.
One case study showed using an effortless word like “get” as opposed to an effort word like “order” increased conversions by 68%.
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