8 Tips to Improve Your Direct Mail Response Rates
The eight ways to improve direct mail response rates are: cleanse and segment your mailing list, personalise the mail, use a professional design, define a clear offer and call to action, tell the recipient what they want to know, integrate with your wider marketing, be original, and send follow-up pieces. Direct mail campaigns are one of the most effective ways to engage consumers, and when you’re investing in one, every tip below helps increase your response rate and maximise the ROI.
| Tip | Why It Works |
|---|---|
| 1. Cleanse and segment your list | Better data reaches the right people and cuts wastage |
| 2. Personalise the mail | Personalisation increases response rates by over 30% |
| 3. Use a professional design | Your mail represents your business – design gets it opened |
| 4. Define a clear offer and call to action | An aligned goal, offer and CTA drives the response |
| 5. Tell them what they want to know | Clear, direct messaging respects the reader’s time |
| 6. Integrate with a bigger campaign | Multiple channels significantly lift response |
| 7. Be original | Standing out in the mailbox gets your item opened |
| 8. Send follow-up pieces | A second mailing converts warm but unconverted recipients |
Tip 1: Cleanse and Segment Your Mailing List
Cleansing your data is vital for successful direct mail – it ensures your data is the best it can be, and the better the data, the easier it is to reach your audience and maximise your return on investment. Then segment: looking at your database and dividing your mailing list into groups means you send out direct mail only to relevant recipients, who are far more likely to respond.
Tip 2: Personalise the Mail
Sending a personalised direct mail campaign increases response rates by over 30%. The simplest form of personalisation is addressing the direct mail to the recipient by name, but you can go further with personalised content – for example, product recommendations based on buying habits – which makes the recipient feel more valued and more likely to respond.
Tip 3: Use a Professional Design
The direct mail campaign you send out represents your business. Ensure the design is professional and enticing, so the recipient opens and reads the mailshot rather than setting it aside.
Tip 4: Define a Clear Offer and Call to Action
Decide what you want your mailshot to achieve, then align your offer and call to action with that goal. If you want to increase sales, for example, include a discount code for your website or store – a concrete reason to purchase from you now.
Tip 5: Tell the Recipient What They Want to Know
Make your marketing message clear and to the point. If the recipient is taking the time to read your mail, reward that time by telling them exactly what they want to know – no filler, no confusion.
Tip 6: Integrate Your Direct Mail Into a Bigger Marketing Campaign
Integrating your direct mail campaign with your other marketing activities can significantly improve your response rate – recipients who see your message across mail, email and social are far more likely to act on it.
Tip 7: Be Original
Make sure your campaign is unique and stands out. If your mailshot stands out from the rest of the post in the recipient’s mailbox, they are far more likely to open your item first.
Tip 8: Send Follow-Up Direct Mail Pieces
Don’t stop at one mailing – send follow-up direct mail to the recipients who haven’t yet responded. A follow-up that references your first mailing reminds warm prospects who you are and gives them a second chance to act, converting interest the first piece created but didn’t close.
The Direct Mail Company: A Professional Mailing House
The Direct Mail Company is a professional mailing house offering 5-star customer service, with a wide variety of direct mail solutions and services for small and large UK and international clients. Our services include printing, mail fulfilment and bulk postage rates – and when sending direct mail, postage is the biggest area you can save money. Due to the high volume of mail we send, we secure the lowest possible rates on bulk postage using DSA providers including Whistl, Citipost and UKMail. These companies complete the sortation for Royal Mail, meaning Royal Mail has no sortation work left to do – which is how we access lower postage rates for your UK and international mailings. For more information on our direct mail services, please call us on 0333 038 3797 or email sales@thedirectmailcompany.co.uk with your request.
Improving Response Rates: Frequently Asked Questions
How can I improve my direct mail response rate?
Cleanse and segment your list, personalise every piece, use professional design, align a clear offer with a strong call to action, keep the message direct, integrate with your other channels, make the piece stand out, and send a follow-up mailing.
How much does personalisation improve response rates?
Sending a personalised direct mail campaign increases response rates by over 30% compared with generic mailings.
Why send a follow-up mailing?
Because the first piece creates interest it doesn’t always close – a follow-up that references the original gives warm prospects a second, easier chance to respond.
Does design really affect response rates?
Yes. Your mailing represents your business, and a professional, distinctive design is what gets it opened ahead of everything else in the mailbox.
Who can help me lift my response rates?
The Direct Mail Company handles data cleansing, personalisation, print and bulk postage in one service. Call 0333 038 3797 or email sales@thedirectmailcompany.co.uk
