Tips to Maximize Direct Mail ROI

Using direct mail campaigns is a great way to reach new customers, but if you want to get the best ROI, you need to target the right audience. Sending mail to a general audience wastes money, so you want to focus on specific demographics. This can be done by segmenting your audience by age, gender, income level, or zip code.


Create unique offers. Unique offers drive response and can include buy one get one free deals, percentage discounts, or other promotional offers. Your offers should be big enough to spur action and unique enough to stand out from other advertising methods. It is also helpful to include unique promo codes that will enable you to track your ROI.

Consider presenting a compelling call-to-action (CTA). The call-to-action (CTA) helps your customers take the action you want them to take. Direct mail messages that contain CTAs are more likely to generate response than those that are merely informative. Therefore, it is important to customize your direct mail messages to target your audience and present them with personalized details.

A standard direct mail campaign will generate about one or two responses per 100 mailers. A successful campaign should also include a compelling call-to-action that prompts immediate action.

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