Most integrated marketers view the testing and measurement of their direct-mail campaigns a lot like we view saving for a retirement. You know you should do it but it seems so time-consuming and costly.
The good news is that some creative experts have come up with ways you can test your next direct-mail program on a dime. We’ve compiled some of the best ideas for you here. Try a few and measure the before-and-after results to determine impact on your direct-marketing efforts.
The Change Up
- Replace the standard white mailing envelope with a bold new color that matches your brand colors
- Swap out promotional offers based on season or other criteria
- Make every offer time-sensitive
Blow It Up Bigger
- Try sending oversized postcards instead of the standard size — or even mailing a poster
- Give them meatier content by sending an in-depth white paper or case study instead of a short sales letter
- Adjust the font of headlines and body copy
Make It Personal
- Send all direct mail from a key contact at your company, complete with real name, photo, contact information and signature
- Tailor your message by including customer data unique to that recipient — this could increase response rates up to 15 times
- Print your company ad and mail it with a personalized note
After you’ve learned some on-the-spot insights from these design-on-a-dime tips, you might be ready to create more processes for your direct marketing. Read our primer, “Testing Direct Marketing for Better Insights (and Better Campaigns).
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