6 Key Tips to Increase Direct Mail Response Rates
The six ways to increase your direct mail response rates are: an eye-catching professional design, personalisation, an incentive, integration with your wider marketing, a strong call to action, and technology such as QR codes. Direct mail is one of the most effective techniques for engaging your customers, and each of these tips compounds the others – here they are in full, with the numbers that back them up.
| Tip | Why It Works |
|---|---|
| 1. Eye-catching, professional design | Mail that doesn’t look like junk gets opened |
| 2. Personalisation | 98% of consumers say personalisation is important |
| 3. Give an incentive | Vouchers and free trials turn readers into buyers |
| 4. Integrate with a bigger campaign | 51% of people prefer receiving both direct mail and email |
| 5. A call to action with impact | Urgency and clear instructions drive responses |
| 6. Integrate with technology | QR codes give smartphone users a one-scan route to your site |
Tip 1: Use an Eye-Catching, Professional Design
If your mailshot looks basic, boring or like common advertising ‘junk mail’, people are very unlikely to open it, let alone read it. An attractive, professional design and layout automatically appeals more to the recipient – and the more appealing your mail looks, the more likely people are to open and engage with it.
Tip 2: Make Sure Your Direct Mail Is Personalised
One of the most effective ways to get people to read your mail is to address them directly, and to add personal content that appeals to the individual – such as product recommendations based on their previous purchases. A survey by Ricoh found that 98% of consumers think personalisation is important, and 56% said they would be more inclined to use a retailer offering a good personalised experience. Personalising a customer’s direct mail shows customers that you know them, which is a proven way of increasing your response rates.
Tip 3: Give Your Customer an Incentive
If anything makes someone take action, it’s an incentive. If your direct mail aims to get people buying your products, include a discount voucher to put towards doing so – recipients are far more likely to visit your website or shop when they know they’ll be saving money. Companies like Amazon Prime and Netflix use the same technique, offering free trials of their services to make people more likely to engage.
Tip 4: Integrate Your Direct Mail Into a Bigger Marketing Campaign
You can easily increase response rates by integrating your direct mail into a broader campaign – we cover exactly how to integrate direct mail with social media in our dedicated guide. The numbers support it: 51% of people surveyed by Royal Mail said they prefer receiving both direct mail and email. By targeting customers through email marketing, social media and direct mail together, your chances of getting through are much higher.
Tip 5: Use a Call to Action That Makes an Impact
Be direct and straight to the point in your mailshot, telling the recipient exactly what to do after reading. Strong calls to action like “Call us today to receive a quote” encourage people to respond, while phrases like “Act fast – massive savings available now” add urgency that makes recipients want to take action quickly.
Tip 6: Integrate Your Mail With Technology
Adding QR codes to your direct mail makes it far easier for people to reach your website, and with the overwhelming majority of UK adults now owning a smartphone, a printed code gives virtually every recipient a one-scan route from doormat to checkout. It’s one of the easiest and simplest ways of getting customers to engage with your business from a physical mailing.
Increase Your Response Rates With The Direct Mail Company
If you’re looking for a reputable mailing house to help with your direct mail campaign, call The Direct Mail Company on 0333 038 3797 or email sales@thedirectmailcompany.co.uk for more information on our direct mail, bulk postage services and bulk postage rates.
Direct Mail Response Rates: Frequently Asked Questions
How do I increase my direct mail response rate?
Use professional eye-catching design, personalise every piece, include an incentive such as a voucher, integrate the mailing with your email and social campaigns, write an urgent clear call to action, and add a QR code linking to your site.
Does personalisation really improve response rates?
Yes. A Ricoh survey found 98% of consumers think personalisation is important, and 56% would be more inclined to use a retailer offering a good personalised experience.
Should I combine direct mail with email marketing?
Yes – 51% of people surveyed by Royal Mail said they prefer receiving both, and reaching customers across mail, email and social multiplies your chances of getting through.
What makes a good direct mail call to action?
Clarity and urgency: tell the recipient exactly what to do (“Call us today to receive a quote”) and give them a reason to do it now (“Act fast – massive savings available now”).
Why add a QR code to direct mail?
Because nearly every recipient carries a smartphone, a QR code turns your physical mailing into a one-scan gateway to your website – and gives you a trackable measure of engagement.
Who can help me run a high-response campaign?
The Direct Mail Company designs, personalises, prints and posts campaigns built for response. Call 0333 038 3797 or email sales@thedirectmailcompany.co.uk
