There’s absolutely nothing worse than spending hours upon hours coordinating what is objectively the best piece of direct mail marketing collateral you’ve ever created, only to have it wind up in someone’s trash.
It’s happened to many marketers… but it doesn’t have to happen to you! At least, not anymore. If you really want to make sure that you’re doing everything you can to keep your direct mail from becoming junk mail, there are a few key things you’ll want to keep in mind along the way.
Avoiding Junk Mail Curse: Your Guide
One of the major reasons why people immediately toss direct mail advertisements into the trash is because of the same basic reason: bad addressing.
This includes addressing your mail with phrases like “previous tenant,” “current resident,” or worse: misspelling someone’s name. This is why a clean, targeted mailing list is crucial. After all, WHO you mail accounts for approximately 40% of your campaign’s ultimate response and success.
Additionally, never hesitate to lean into the best practices of personalization. Don’t just use someone’s last name, use their FIRST name. Make sure your mailing lists are populated with people who actually live at the addresses you think they do. You’d be surprised by how far this alone will get you.
Likewise, you’ll want to make sure that your message actually speaks to your prospects AND captures their attention immediately. One of the absolute best ways to do this involves not only showcasing content that is relevant to the interests of those prospects, but also by using unique direct mail formats like plastic postcards. Not only will this help grab someone’s attention, but it will also help you stand out in a crowd and will separate you from every other piece of mail that someone happens to get that day.
Finally, make sure that you’re leaning into the other graphic elements of personalization, too. Imagine the immediate effect of your prospect seeing their name featured in bold, colorful text on the front of a thoughtfully designed plastic postcard? Remember that almost 80% of consumers say that they’re more likely to do business with a company that is willing to go above and beyond to offer personalized experiences.
If you’d like to find out more information about how to keep your direct mail from becoming junk mail, or if you have any additional questions that you’d like to discuss with someone in a bit more detail, please don’t delay – contact us today.
