When Mail Goes Right: Direct Marketing Design for Strong Performance

The influence of direct marketing design on the overall customer experience and campaign performance is gaining prominence, and our latest research reveals that 35% of marketers consider the flexibility of direct mail’s creative and format as one of its significant benefits.

Welcome to our two-part series, where we’re giving you a sneak peek into must-see charts from our upcoming 2024 Direct Mail Industry Benchmark Report (download the 2023 report here). This report is a trusted source of valuable insights into consumer behavior and industry trends. Based on extensive marketer and consumer surveys, it analyzes how B2B and B2C brands use direct mail marketing strategies to engage consumers.

In today’s edition, we’ll focus on when mail goes right and explore winning direct mail creative strategies that captivate audiences and fuel lasting customer relationships.

Prefer to listen? Check out our podcast The Direct Effect: When Mail Goes Right: Direct Marketing Design for Strong Performance

Messaging Matters

   

Did you know that 76% of consumers appreciate coupons, discounts, and special offers in direct mail? This indicates that consumers are motivated to purchase when it feels like a can’t-miss opportunity, especially when prices are continually on the rise.

The key to unlocking the perfect audience formula lies in testing. Direct marketing design offers a variety of format options, making it an ideal platform for experimentation. Even if your brand is unable to “offer” anything for various legal reasons, don’t overlook these alternatives:

  • Incentives: Test different incentives (e.g., gifts, bonuses, exclusive access) to see which motivates consumers to act or respond the most.
  • Urgency and scarcity: Create a sense of urgency or scarcity in your offer to see if it increases the consumer response rate.
  • Response channels: Measure which response channels (e.g., phone, website, QR code) are most effective for driving consumer action.
  • Visualization of the offer: Evaluate different ways of visually presenting the offer in your direct mail piece to determine which presentation drives the most response.
  • Personalization in the CTA: Experiment with personalized CTAs (e.g., using the recipient’s name) to see if it increases the likelihood of a response.

No matter how eye-catching your mail piece is, it will only perform well if it reaches the right audience. Focus on understanding your ideal customers’ values and how your offer connects with their needs. Then, continue refining your mailing list to ensure your message is relevant to those who receive it.

Quality Over Quantity

The focus for marketers has shifted away from generic, low-quality mail pieces. Brands are now investing in high-quality direct marketing design elements tailored to specific audience segments. Research shows that 71% of marketers acknowledge that the quality of paper stock can significantly influence consumer perception of a brand and the effectiveness of a campaign.

Working with a full-service direct mail agency can give you access to a network of printing vendors, allowing you to be flexible and maximize your channel spend. SeQuel conducts on-site press checks for clients to ensure that each mailer meets expectations before hitting mailboxes.

Our designers can even spruce up your mail by adding enhancements like foil stamping, embossing, or unique die-cuts. These tactile elements not only grab attention but also elevate the perceived value of your offers, making recipients more likely to engage with your mailer. Mailers who provide an exceptional customer experience using specialty inks and papers, textures, scents, or interactive folds are eligible for a 5% discount for each mailing.

Best Mail Formats

Due to declining consumer attention spans, marketers are exploring different formats to effectively communicate their messages. In this context, it is unsurprising that 37% of consumers prefer postcards over other mail formats. Postcards are cost-effective and evoke immediate curiosity in the recipient, encouraging them to engage with the piece rather than place it in the stack of mail to be opened later.

Catalogs and magazines are also popular among consumers and provide a visually appealing way to learn about a brand’s products or services. However, the production cost of these materials can be high, with an average price of $1 or more per piece. Many brands, especially in the retail sector, find it beneficial to combine direct mail and catalog strategies.

The ideal direct marketing design format can vary depending on the industry and target audience. For example, some brands might be better suited to using letters but can still experiment with elements such as envelope designs and personalization. As we discussed above, incorporating high-quality materials can also enhance the overall impression of any mail piece.

Consistent Brand Image

Consumers often turn to Google or visit the personalized URL listed in a direct mail piece to learn more about the brand or product. If the landing page they land on is inconsistent with the mail design, it may create a confusing experience for the consumer. That is likely why 87% of marketers believe aligning their landing page design with their mail design leads to more conversions.

When creating your mail package, take inspiration from high-converting landing pages. Adjust to ensure alignment and deliver your audience a unique, cohesive brand experience. The right combination of focused messaging and distinctive imagery will surely give your audience a memorable experience that is truly unique to your brand.

Consider investing in an integrated direct mail and digital marketing campaign to synchronize your strategy and reach your best prospects with relevant digital touchpoints around your mail drop window. Not only does this eliminate ad budget waste, but it also sets you up for success with a mail piece consistent with both your landing page and digital advertisements.

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Continual testing and optimization of direct marketing design are essential for long-term mail program success. By refining creative elements based on audience response, you can adapt to changing preferences and maintain effectiveness. Staying updated on industry trends is equally important.

The 2024 Direct Mail Marketing Benchmark Report showcases how brands are adjusting their strategies and marketing messages to deliver exactly what consumers desire. Join our mailing list to be the first to receive this year’s report and stay informed about the ever-evolving direct mail industry.

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