5 Ways to Customize your Direct Mail Piece for Maximum ROI

Unlike its digital formats, direct mail marketing is not limited by dimensions, runtime, or third-party algorithms. This channel offers a unique opportunity for companies looking to connect with ideal audiences through personalized campaigns. 

However, generic mailers are not always the best way to identify and motivate your ideal audiences.

While these campaigns may produce SOME responses, personalized mailers that stand out in the mailbox and convert at a higher rate will always outperform your standard blanket campaign. 

There are many factors one should consider when crafting the perfect mailer. The mailer type, messaging, offer, call to action, and audience targeting efforts all play a role in a campaign’s success. 

In essence, your direct mail campaign is only limited by your imagination. But only successful companies are able to recognize and test which personalized variables produce the best results and drive sales without surpassing the marketing budget.

1.) Mailer Type

Direct mail comes in many forms – postcards, snap packs, bifolds, envelopes, form fills, packages, and so on. Each format is incredibly versatile and can easily replicate a company’s distinctive branding.

Every mailer has its advantages. Envelopes can transport fundraising cash and checks, bi-folds can conveniently deliver confidential information, and postcards are incredibly cost-effective. 

Larger mail campaigns, for example, can benefit from the better postage rates and limited A/B variables that a 4×6 postcard offers.

In contrast, a company with a higher cost per acquisition (CPA) threshold can utilize smaller (but more targeted) campaigns with lucrative 6×9 postcards that showcase their branding and products to entice ideal customers.  

Related: The Red Queen Effect in Marketing

2. ) Messaging

Your company may already have a standardized brand voice mixed into its design and persona. For personalized direct mail campaigns, your messaging is not so much WHAT you say as HOW you say it. 

Your messaging can express a positive or negative tone, depending on the context and audience.

For instance, gated communities might be more risk-averse to home break-ins, so provoking their loss aversion tendencies may be more compelling than a comforting message that does not inspire action. 

Messaging can also be fully customizable depending on a recipient’s buyer persona and their placement within the customer journey. Mailers can also include other influential messaging benchmarks, such as social proof or scarcity, to increase conversions.

3.) Call to Action (CTA)

Your Call to Action (CTA) should be the most prominent element on your physical mailer. This is the instruction for your audience to complete a desired action, such as calling a phone number, scanning a QR code, or filling out a form. 

A good rule of thumb is to include a secondary CTA for your prospect’s convenience, as not every person will be inclined to contact your company through the same channel. 

For instance, younger generations are less inclined to make and receive phone calls, while the opposite may be true for older audiences. Having a phone number and a QR code as a method of contact assures that no matter your prospect’s preference, there will always be a way to signal their interest in your product or services. 

It is important to limit your CTAs to no more than three per campaign. While you may want your audience to easily convert using their communication channel of choice, too many CTAs will only confuse your audience and unnecessarily complicate your response rate metrics. 

4.) Your Offer

Just like your messaging, your offer needs to be personalized to encourage prospects to convert. Some offers are more motivating than others, especially if they are only available for a limited time. 

The balance lies in creating a compelling offer without breaking the budget. A weak offer will not convert as often, and an extreme discount hurts the profitability of the campaign (unless the goal is to create a loss leader). 

More risk-averse prospects may prefer guaranteed warranties or free trials, while a cost-conscious person may be persuaded with better discounts. It is also worth considering different offers for your premium customers vs your general audience, as well as their placement within the customer journey. 

5.) Your Audience List

While the CTA and offer are the most important elements on your mailer, your audience targeting is the most important component of your campaign.

Poor targeting can turn a great mailer into an abysmal failure, while excellent targeting can turn a mediocre mailer into a smashing success. 

One thing to consider when crafting your perfect list is your premium customers. These are the customers that spend the most money, stay on the books longer, AND are highly motivated to buy from your company.

A smart company will always prioritize these individuals over general audiences, both in a campaign’s targeting and messaging. 

Your targeting should find the prospects that match your premium customers’ characteristics, preferences, buying habits, and pain points. Only then can your campaign truly thrive by targeting ideal audiences and trimming out unnecessary mail volume. 

Related: What are Premium Customers? (And How To Find Them)