Direct mail still generates the most responses in the marketing world, even with our digitally entrenched society, and it does so in dramatic fashion. Recent DMA findings published in a 2015 report show that direct mail response rates outperform all digital channels combined by nearly 600%! But even with those statistics, when does mailing the same offer go wrong, and when should you consider switching it up?
Determine If It’s The Offer, Or If It’s Something Else Entirely
Let’s start by stating the obvious. If you are using a pre-templated mailer from a shell printing company, with no custom art work, or tested copy, you’re doing it all wrong. You can’t expect to get great results, or even consistent results, by taking that route. So now that we have that covered, the first thing you need to consider is the results themselves. Are your results starting to fall flat? If you answered yes, it could be contributed to a multitude of things, not just the offer itself. In fact, much of direct mail marketing comes down to the fine details and the way your message is being portrayed and in what format.
Is Your Mailer Ad Copy and Design Relevant And Subject Matter Up To Date?
Firstly consider the context, for instance, the new Social Security laws that went into effect from the Bipartisan Budget Act of 2015. If you are doing a Social Security mailer in loom of these changes, is your ad copy and design updated to reflect that? Your mailer needs to be designed around the most recent and relevant issues and concerns that your subject matter is looking to address. If it’s not, people will find you less trustworthy or even become skeptical of your mailers and what you are offering. Additionally, if your mailers are not aimed at the right audience, it doesn’t matter how compelling your offer is, the results will still fall flat.
Is Your Mailing List High Quality?
Another reason why you could be experiencing lackluster results aside from the offer itself, could come down to having a poor mailing list. Many companies that offer mailing lists may just be scrubbing their list from someone else, without doing any due diligence at all, or even worse, using outdated lists altogether. If that turns out to be the case, you need to find a new direct mail marketing company as soon as possible!
Where and How Often Are You Mailing?
It’s important to realize that although you may get different results from using the same offer or mailer twice; your value proposition may be diminished or cannibalized by your previous mailer if it’s in the same location. For this reason, it’s important to consider, at bare minimum, switching up your design or topic line. If you have mailed the same offer in multiple regions (at least two regions would suffice depending on your list size) with identical lackluster results, this is a strong indicator that the offer may be at fault.
At Resource Solutions we are dedicated to serving our clients in making sure they, both get the best results, and the best bang for their buck! If you have any questions about our mailers, or turn-key marketing programs, feel free to contact us!