Direct Mail Marketing - Best Practices

Direct mail is still going strong.

Marketing via postal mail may feel like a tactic from a different era, but the results are anything but irrelevant. According to the United States Postal Service, postcards still outperform emails in five out of nine tests. But there are best practices to follow to fully take advantage of this tried-and-true medium.

Related Content: Download our Email Kickstart Guide for tips on how to craft email marketing that drives leads and nurtures prospects.

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Target diverse audiences.

It isn’t just older demographics who respond to direct mail. 77 percent of Millennials say they pay attention to direct mail advertising, and 57 percent have made purchases based on offers they’ve received.

Emphasize content hierarchy.

Want your recipients to make a purchase? Or are you looking to cultivate clients? The goals of your campaign will dictate the hierarchy of your messaging — but no matter what, make your offer obvious, and show the services you provide right away.

Track responses.

It’s critical to create direct mail pieces with a measurable call to action. That way the more pieces you send, the more you can refine your audience knowledge.