The direct mail response rates of your brand are a direct indication of how well you craft your campaigns. Ultimately, the direct mail statistics tell the tale.
What’s the good response rate? A research by Association of National Advertisers (ANA) shows, the average response rate for a house list is 9%, but if you rent a list, you can expect 5% return.
Generally, your results will vary depending on various factors, including the type of service or product you’re selling. But these are great numbers when you compare them to other popular marketing channels.
So, how do you go about understanding and improving your response rates? Let’s find out.
Determine your Direct Mail Response Rates
The response rate is the percentage of people on your mailing list who respond to your direct mail campaign. Before you make an attempt to improve your response rate via informed delivery, you need to determine how to calculate them. It’s easy- just divide the number of responses you receive with the number of sent pieces.
For instance, if you send a 25,000 mailing piece and receive 2,000 responses, you have an 8% response rate. And it’s a great number that’s well within industry expectations.
When to Send Direct Mail Campaigns to get Great Responses?
Put yourself in your recipient’s shoes and figure out what are the best days to send your insurance offers via direct mail campaigns. What days are hectic and those are definitely not the good option to get their attention. People are more likely to be preoccupied on Monday and Friday, so avoid these days if possible. Direct mail timing is an essential part when you are trying to improve your response rates. So plan for Tuesday, Wednesday, or Thursday to deliver your campaign into mailboxes.
It sounds like a great concept but how do you assure that your mailing will arrive on a specific day? To arrange a precise arrival date for your insurance marketing mail, trust your campaigns to an experienced, full-service usps informed delivery mail.
- Increase your direct mail response rates with perfect timing
With days being finalised, there are still perfect timings when you can improve direct mail response rates. Consider the festive days, birthdays, holidays, or buyer’s journey. When you pay attention to what’s best for your audience, you will see a higher direct mail response rates and how to increase your ROI.
- Keep your Direct Mail Campaigns Personalised
Personalised mails including the best insurance offer are most likely to be open by recipients. Include all information that matches your recipient’s preferences and interests.
- Add omnichannel marketing to your strategy
As an insurance marketer, you may work with both digital and direct mail marketing campaigns and even better when you combine the two into multichannel and omnichannel strategy to achieve your marketing goals. Because marketers who add mail to their multichannel campaigns enjoy a 20% higher ROI than traditional marketing channels.
- Create an eye-catching piece
You direct mail piece should be engaging enough that it doesn’t only look like a promotional piece containing an offer, but a creative piece that will make the recipient hooked till the end.
Track Your Direct Mail Response Rates
You’ve designed your direct mail piece well, but let’s find strategies to help track your direct mail response rates before doing usps informed delivery tracking. To enable tracking on your direct mailers, include a call to action on each piece. That’s how you will determine where the response came from. You can use any number of these on each direct mail piece you deliver.
- Promo Code: Include a promo code that’s unique for every campaign. This is a quick way to monitor direct mail response rates via website, call, or on your location.
- Phone Number: Call tracking is a tried-and-tested method of measuring direct mail response rates. Set up a dedicated number to receives call for specific campaign.
- QR Code: Create a QR code for each campaign and display it in a prominent location for your direct mail piece. When people scan it, it will prompt them to visit a landing page or take any action. Then you can check your page stats to determine the number of visitors per campaign and action they took after arriving at the page.
- Website Landing Page URL: Along with QR code, set up a unique, personalised web page URL or pURL. This serves as a landing page for your campaign, but each will have their own identifier, making it easy to track each piece.
The top direct mail response rates arrive via QR codes or PURLS (61%), telephone (53%), and promo/coupon codes (42%). Depending on various factors, your results will vary. But when you implement several tracking methods for your direct mail piece, you can easily compare them to see what works best for your brand.
Check Response Rates for Direct Mail
Now, determine how your direct mail campaigns performed with informed delivery usps tracking. Your response rates for direct mail include every aspect when you analyse the results. Then you can make any necessary adjustments to build a better campaign and offer next time. With the proper data, you can assess response rates, and other direct mail marketing metrics like customer lifetime value, cost per acquisition, and the most important: return on investment.
Organisations that provide informed delivery service, also offers the direct mail management software solution so you can have more control and better understanding of your campaigns. You will streamline the direct mail process and receive greater insight, and will allow you to make each campaign better than the last, with higher engagement rates.
Final Thoughts
If you want to boost your response rates for direct mail, apply the techniques listed here or get the usps mail informed delivery service to get the job done. Remember that the success of your direct mail will result in the success of your overall marketing strategy and future business opportunities. Connect with you audience through unique mail formats, personalised messaging, strategic design, customised call to action, and techniques to improve your direct mail responses over time.
