3 Tips to Help Get Your Mail Delivered
Do you ever feel like your mail campaign doesn’t get the results you hope for? We’re sharing some tried and true tips for getting better response rates, reaching more people, and making sure your mail is opened.
Get Your Mail Delivered
You spend a lot of time crafting your campaigns. Design is critical and deciding on an offer that will be appealing is equally as important. But if you’re not considering list management your mail might not even make it to the door.
Content is key. Make sure you start with an accurate, updated mailing list that you get from a reliable source. Using an outdated list (wrong addresses, addresses that have moved, etc.), could leave 25% to 30% of your mail undelivered. Not only does the right list make it more likely that your mail will be delivered, but it is also critical in making sure that your mail is opened by your target audience.
Here’s a case study that illustrates our point. One client was marketing their product to physicians. They mailed to a list of doctors that they bought from a data service. After the mailing went out, they received a number of replies from unhappy recipients asking why they were on the list. They were either retired or had changed clinics/hospitals years before. Clearly, the list they purchased was out of date. To make matters worse, they heard from a small percentage of the people who received the mailing in error. Most people don’t take the time to notify the sender of errors. They just throw the mailing away.
For every mailing you send out, I would suggest using your own organic list or finding your list through a reputable source that is known to provide quality names to your target audience or demographic. Do some list homework and your efforts will pay off in better response rates.
Get Your Mail Opened
Once your mail arrives in hands, your goal is getting the recipient to open your mail piece, go to your website, landing page, give you a call, or take advantage of your offer. To make that happen, you’ll want to make sure you are using the right format for your audience. Most B2B or B2C markets have their own individual qualities. You need to find the format the works best for your target audience.
So, how do you find that perfect format? Doing a little homework will again payoff in response rates.
Here are a few tips:
- Find out and follow what the most successful marketers in your niche are doing.
- Ask your direct mail company what trends they are seeing for your target market.
- Check out the competition. Sign up for competitor mailing lists to get a feel for how often they mail, and what kind of offers they advertise. You can use a home address or a P.O. Box if that makes you feel more comfortable about it contacting your competition. Don’t forget to follow them online. What they’re doing on social media may be something you need to also consider.
Keep Your Mailing List Clean
Here’s a simple but valuable tip: don’t rely completely on your list provider to give you a clean list. If you are compiling lists from several sources, there could easily be duplicates in names, company addresses, and job titles. Even with a purchased list, make sure you do your diligence in cleaning it, running NCOA, removing duplicates, and deciding how many contacts at any one business you want to send to.
There are some amazing statistics concerning what could happen if you don’t clean your list. For example, on average, 10% to 15% of every list has bad addresses included, wrong zip codes, street addresses, and duplicate names. If you mail 10,000 pieces of mail total, you could easily end up mailing 1,500 names that are undeliverable. For those large quantity mailers, who mail over 100,000 pieces, the average number of bad addresses increases to 20%. That means that a list of 100,000 will likely have 20,000 bad names – all of that time and materials are wasted.
We can get your list in shape and handle your mailings too. From cleaning your list, to printing your materials and everything in between, Boelte-Hall will help you get more from your mailings!