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Direct Marketing » Tips & Facts, Best Practice | 24.08.2015

Hot tips for your direct mail campaign


Are you thinking of outsourcing your direct mail campaign to a fulfilment house? Fulfilment houses have the expertise needed to conduct an effective, targeted direct mail campaign, which leaves you free to concentrate on running your business. However, that doesn't mean you're obligated to take a completely hands-off approach! Fulfilment houses are happy to work with their clients to create the best possible direct mail campaign. With that in mind, we've come up with some tips that will help you get the most out of your campaign.

1. Packaging is key

You don't have to wait until your direct mail recipients open their envelope to start engaging with them! Consumers tend to respond positively towards decorative, eye-catching envelopes and packaging. By using interesting packaging, you can grab potential customers' attention from the moment they catch sight of your direct mail. Not only is unique packaging visually distinctive, it can also be used to start advertising your business to recipients before they've even opened the mail. You can use your envelope or packaging to create a positive image for you company that will make potential customers more amenable and receptive to your brand message.

2. The power of a name

Everybody likes to feel special, including your direct mail recipients! So you should make an effort to personalise your direct mail by using the recipient's name wherever possible. For example, don't open your mail with 'To our valued customers,' or similarly vague sentiments. Instead, use 'Dear [insert customer's name here]'. It takes a small amount of effort to insert each customer's name into their mail, but you'll find that people are far more willing to listen to you if you've taken the time to learn and use their name!

3. Heed the call

Always try to end direct mail with a specific call to action (for example, you could suggest that your customers visit your website or ask that they get in touch with your business by telephone). Your direct mail should make potential customers feel positive and excited about your business; the call to action is a way of channelling that positivity and excitement. It's the key to transforming an enthusiastic reader into a happy customer, so always remember to include it!

Fulfilment houses can provide direct mail fulfilment that meets your business's requirements. Therefore, you should find it easy to incorporate these tips into a fulfilment house-driven direct mail campaign. What's more, you'll be delighted with the results!