Direct mail has stood the test of time as a highly successful way to engage and captivate modern audiences. In fact, 76% of consumers trust direct mail when it comes time to make purchasing decisions.
To truly stand out, businesses must reimagine their direct mail approaches. Here are 10 fun ways to captivate your audience through direct mail.
1. Interactive Elements
Break the traditional mold by incorporating interactive elements into your direct mail. This can be anything such as quizzes, scratch-offs, or Augmented reality (AR) experiences.
Scratch-offs, like this one from Marco’s Pizza, are great ways to engage with your audience through direct mail. This one makes recipients wonder what they may win – maybe a discount or a free pizza.
2. Personalization
Personalized direct mail campaigns can yield a 135% increase in response rates over non-personalized campaigns. Use the recipient’s first name or tailor your content to specific behaviors, preferences, or life stages of your recipients.
Sending a happy birthday postcard or direct mailer with a freebie or special discount is a great way to establish good will and make your mailer stand out.
3. Use QR Codes
Incorporating QR codes into your direct mail campaigns is a great way to tie into your digital channels. Whether it’s sending someone to your website, providing a sneak peek into a new product launch through a video, offering an immersive 360-degree virtual tour of a destination, or hosting a quiz with instant rewards, QR codes enable you to create engaging experiences to engage your audience.
This is a great example of a direct mail piece that combines personalization using the recipients’ first names, a free offer, and a QR code.
4. Send Coupons
Coupons influence 86% of consumers to try new products, making using coupons or coupon codes in your direct mail pieces a highly effective strategy. Create a sense of urgency by including an expiration date on the coupon. Limited-time offers encourage recipients to take immediate action, boosting the chances of redemption.
This example offers several free items as well as discounts and special pricing to entice consumers to try their auto service.
5. Storytelling through Unboxing
Turn the act of opening your direct mail into an experience. Unique packaging, surprise inserts, or unfolding narratives can transform the unboxing process into a captivating story that unfolds with every layer.
Ikea’s mailing delighted recipients with a miniature pop-up with furniture and trimmings from Ikea.
6. Give Recipients Something to Keep
Make your brand memorable by sending items that are fun and practical. Handy trinkets like fridge magnets with calendars or schedules of local sports teams, calendars, sticky notes, and the like are more useful and memorable, and will more likely be kept rather than thrown away.
Magnets that can be easily placed on the refrigerator are great reminders of your business and help keep you top of mind.
7. Use Die-Cut Mailers
Die-cut direct mailers, with their uniquely shaped and intricately designed cuts, capture attention instantly and stand out in the mailbox clutter. Customers love them because they offer a tactile and visually engaging experience, evoking curiosity and excitement.
8. Free Samples
Free samples are a great way to introduce consumers to your product and are less likely to be thrown away – the goal of leading to more sales.
Research has shown that 81% of consumers will try a new product after receiving a free sample, indicating that free samples are effective in boosting sales.
Consumers love freebies and what other better way to encourage a consumer to try your products – and hopefully fall in love to head to your site or shopping platforms for more.
9. Welcome to the Neighborhood
Using direct mail to target new movers is a strategic approach to make a lasting first impression. Tailoring your mailers to offer exclusive welcome discounts, free items, neighborhood insights, and personalized introductions not only showcases your brand’s relevance but also establishes a strong connection with these new potential customers.
According to Porch Group Media’s New Mover Marketing Report, 90% of new movers are open to trying new brands for any item.
The examples below offer a freebie with a welcome to the neighborhood message.
10. Sensory Stimulation
Appeal to multiple senses by incorporating scents, textures, or even taste. Engaging more senses enhances the memorability and emotional impact of your direct mail.
In this mailer, the company Function of Beauty added scent strips to showcase their hair products as a fun way to create some interest in their hair care line.
Conclusion
As you reimagine your direct mail strategies, remember that the key is to surprise, delight, and resonate with your recipients in ways that transcend the digital noise. By embracing these innovative approaches, you’ll not only captivate modern audiences but also forge deeper connections that stand the test of time.
[On-Demand Webinar] Direct Mail: Old School Is New School Combining the Power of Direct Mail and Digital
New findings suggest that when direct mail is combined with an omnichannel marketing strategy, marketers can increase the response rate by 63%, with a 60% increase in the return on investment. Check out our on-demand webinar to learn more about the power of direct mail and how to integrate it as a part of your omnichannel marketing strategy.
