Americans receive around 143 billion pieces of mail every year. A sizable portion is direct mail that businesses like yours use to acquire, upsell or retain customers. How do you plan to make your direct mail stand out? The answers lie in using best practices for direct mail creative. In this article, we'll share some actionable tips and tactics you can put into practice immediately to better engage recipients and increase response rates.
Whether it’s with graphics, clever wording, or even single sentence headlines it pays to find creative ways to tell your story. For instance, Amazon recently designed a direct mailer for kids. In the form of a holiday wish book, the mailer contained a host of exciting activities for children such as quizzes, stickers, and coloring pages. It also introduced new toys within the mailer. By combining something of value along with the advertisement for the toys, Amazon created a piece that served two purposes, entertainment and promotion. It's an excellent example of giving your piece a longer shelf life. You can imagine instead of getting recycled right away, parents kept this piece for their kids to enjoy.
Another recent example is Booking.com. The iconic travel planning website’s postcard-style direct mailer had a glossy image of a relaxing travel spot on one side and a discount code on the other side. After a long hiatus from travel during the pandemic, the travel brand knew its audience was prime for a getaway and this inviting piece whet their appetites to book that next trip.
Looking for some inspiration and quick tips to ensure your direct mail is more creative?
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The best practices for direct mail creative ideas can help grow your brand but work best when paired with automated direct mail at scale.
With Lob, you can verify domestic and international addresses to make sure your items reach the right people. You can also automate when direct mail gets sent to consumers. For example, you can create a trigger that automatically sends out a mailer to everyone who signs up for your email newsletter or creates a free account on your website.
Lob takes a data-driven, technology-directed approach to harnessing the power of direct mail. Yes, you need creative concepts for your direct mailers. You also need a no-nonsense strategy to propel your creative ideas to success.
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To learn more, get our free mini ebook, Running a Tactical Direct Mail Campaign.