How Can Customers Respond to Direct Mail?

Introduction

A common misconception about direct mail is that recipients can’t respond to it because it lacks clickable links, “buy now” buttons, or “learn more” prompts. However, direct mail is a powerful tool that elicits responses in various impactful ways. People respond to direct mail similarly to how they respond to any advertisement, whether digital or physical. The three primary ways recipients respond to direct mail are by ignoring, acting, or sharing. Let’s dive deeper into each of these response methods and understand their significance.

Ignoring Direct Mail

Just like with any other advertisement, there is always the possibility of a recipient ignoring your mailer, potentially tossing it in the trash. However, unlike digital ads, direct mail is harder to ignore because recipients have to physically pick it up, look at it, and decide what to do with it. You can’t simply scroll past it or click away from it like a social media ad. This tangibility of direct mail enhances brand awareness and leaves a lasting impression, even if the contact is brief. The mere act of handling the mailer can help people remember your brand.

Acting on Direct Mail

The primary goal of any direct mail campaign is to prompt the recipient to take action. This action can vary and includes making a phone call, sending an email, commenting on social media, visiting your website, or using a coupon in-store. Direct mail provides a personal touch that often encourages recipients to engage more directly and personally with your brand. The tangible nature of a well-crafted mailer can drive significant response rates, prompting immediate action from recipients.

Sharing Direct Mail

Another valuable response is when recipients share your mailer with friends, family, or neighbors who might be interested in your product or service. For instance, if you are a landscaping company, a recipient might pass along your postcard to someone they know who is looking for landscaping services. This word-of-mouth sharing can extend your mailer’s reach beyond the initial recipient, potentially attracting new customers who trust the recommendation of their friend or family member.

How to Ensure Your Mailer is Acted Upon or Shared

Now the big question is, how do you get people to act on your mailer or share it with others? The answer lies in creating a well-designed postcard and effectively targeting your ideal audience. Here are some tips and tricks to ensure your mailer stands out and avoids the trash.

Direct Mail Best Practices

Postcard Design

1. Eye-Catching Visuals: Use high-quality images and bold colors to grab attention.
2. Clear Message: Ensure your message is concise and easy to read. Use headlines and bullet points.
3. Call to Action: Include a strong, clear call to action, such as “Call now,” “Visit our website,” or “Bring this coupon to our store.”
4. Contact Information: Make sure your contact details are prominent and easy to find.
5. Offers and Incentives: Include special offers or discounts to entice recipients to act immediately.

Effective Audience Targeting

1. Demographic Targeting: Tailor your mailers to the demographics of your ideal customers, such as age, income level, and location.
2. Behavioral Targeting: Consider the purchasing behaviors and interests of your audience to make your mailer relevant.
3. Geographic Targeting: Use Every Door Direct Mail (EDDM) to reach potential customers in specific areas.
4. Personalization: Personalize your mailers with the recipient’s name and tailored offers to increase engagement.

Conclusion

Direct mail remains a powerful marketing tool, capable of eliciting strong responses from recipients. Whether they choose to ignore, act upon, or share your mailer, understanding these response methods can help you design more effective campaigns. By following best practices in postcard design and audience targeting, you can increase the likelihood that your mailer will be acted upon or shared, rather than ignored. For all your direct mail needs, contact Taradel. We make direct mail easy and effective, helping you reach your marketing goals.