An Essential Part of Your Integrated
Direct Mail Best Practices
AN ESSENTIAL PART OF YOUR
Why Direct Mail?
Builds a Target Specific Audience
High Impact on ROI and Response Rate
30 Times Higher Response Rate than
Why Direct Mail?
Efficient marketing budget allocation
May be used along with digital media
Increases the likelihood of call to action
TOP SIX FACTORS THAT
INFLUENCE DIRECT RESPONSE
Top Six Factors that Influence
Direct Response Rates:
Message & Creativity
Call to Action
Using a highly targeted list to increase
response and maximize investment.
Demographics is a prominent factor!
Use predictive marketing to target
Increased likelihood of client spending.
#3: The Offer
How can we BEST provide information
to help lead a prospect or client to say
Tailor the method to the offer
Include compelling incentives &
Present clear, personalized savings
#4: Message & Creative
Use bold headlines to CAPTURE
Make sure your copy focuses on
Include strong CALLS TO ACTION
#5: Call to Action
Provide three or more ways to respond
Include three or more calls to action per
Create a sense of urgency
Make it clear what you want the prospect
#6: On-Time Delivery
Research pivotal market spikes
Ensure potential clients have your direct-mail
pieces prior to the time they need to make a
Capture anyone with an intention to buy and
those who don’t yet know they have a need
ENSURING THE HIGHEST ROI
AND RESPONSE RATES
Internal Preparation Strategy
Strategy Enables Success
Your direct mail partner must
think and act like an owner.
Best practices maximize ROI!
Things to Consider When Searching for
the IDEAL List
How did you obtain the list?
Is the list fresh and accurate?
Does the list help you target using the 80/20
Science of Drop Date Timing and
Drop shipping often helps to achieve
optimal delivery time.
To achieve optimal delivery time, you must
Where do we send it?
When do we send it?
How do we get it there?
What About the Results?
Provide easy to measure means of
Use a PURL (Personalized URL)
Include Call Tracking Numbers
Use Business Reply Mail Cards
Measure total spend vs. the Lifetime Value
(LV) of the client to calculate ROI
Effective Direct Mail Campaigns
DON’T Happen Overnight