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What Makes People Open Direct Mail?

How to Get People to Open Direct Mail

How to get people to open direct mailIt is the digital age and people are using their smartphones and laptops more than ever. From checking their emails to shopping online, digital devices have become a constant companion. Even when the whole world is online, people still open their mailboxes to see what's inside. They also actually open the mail that they find inside.

By knowing why people open their letters and mailers, you can use the same motivations towards your direct mail marketing efforts.

Familiarity

If you receive a mail from someone you know, you are bound to open it. You will be curious enough to know what's inside and you will end up opening the letter. However, when it comes to direct mail, people may not behave in the same way. Many people believe that direct mail is just people trying to sell something that they don't want. However, if you have had positive dealings with your clients and developed trust, they may not hesitate from opening your mail. Ensure that your clients know that the mail is from you.

Informational

People are more inclined to open a direct mail if they know that it can provide information, answer a question, or solve a problem. This is where you can effectively use the envelope to pique their interest. You can print it on the envelope so that people would want to open the mail to know the information inside. Avoid sales pitches to keep your prospects interested. If you are promising something in the mailer, ensure that you keep your promises. It will build trust and people will open your direct mails readily in the future.

Emotional

Direct mail that appeals to the emotions or passions of their prospects is more readily opened than others. Perhaps, your audience is invested in a social cause or bigstock-Cunning-Woman-With-Blonde-Hair-434617292there is something else that they feel passionately about. If you can elicit the emotions through the message on the envelope, you have a higher chance that your mail gets opened and read. Ensure that you properly address the emotion on the outside with the information within.

Curiosity

People mostly open their mail out of sheer curiosity. If you can generate enough interest through the envelope, you are sure to have your readers open and read their mail. It could be something fun or you could design your mailers to look important. The idea is to get your recipients curious enough to open the mail.

Tips to Ensure People Open Their Direct Mail

When you create a direct mail campaign, you want it to make an impact. Here's how you can ensure that your prospects open their direct mail.

  • Ensure that you highlight what your direct mail is all about. Sending a plain envelope and hoping people open it does not work.
  • Personalize your mail so that it resonates with your audience.
  • bigstock-Targeting-Your-Customer-Mail House - 4036356Bright and colorful direct mail is more likely to be opened than plain, boring ones.
  • Cater to the interests of your prospects and increase the chances of your mail getting opened.
  • Ensure your mail gets sent to the right audience. For instance, if you deal in pet supplies, your mail will hold no value for someone who does not have a pet.

By using the right motivators, you can get more of your prospects to open their direct mail.

Call Mail King USA today at (916) 296-0545 to get started on your direct mail campaign or request your direct mail quote.

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