10 Tips to ensure your direct mail is opened!

Research has shown we have three seconds to convince our target to open our mailing. If we don't hook people then, it will be lost to the bin!.

Nearly three-quarters of all envelopes mailed are plain white like most of the other envelopes, look and feel like every other envelope in our target's mailbox.
Fortunately, there are things you can do to prompt people to open your mailers, and some of them appeal directly to the way human brains are hardwired.

1. Opportunities that are limited to certain groups of people or to certain times are perceived as more valuable than others. Therefore, they can trigger an instinctive response. Try a date or an "urgency phrase" like "Update," "Response Needed" or "Second Notice" stamped on your envelope.

2. Use "eye magnet" words. Numerous eye-tracking studies have revealed that certain words simply attract the human eye more than others. Write your teaser copy using words like "announcing," "introducing," "new," "now," "finally" and "soon" to increase your target's engagement with your piece.

3. When people aren't sure what decision to make, they look to others and do what they do. To trigger this response, use customer testimonials or stats about how many customers you have.

4. People are often more motivated by the avoidance of pain than the achievement of pleasure. So instead of saying "Take advantage of this great offer," you should try "Don't miss this great offer."

5. Design your mailing to slide in under the radar. People will quickly scan a piece of mail to determine if they need to open it. If your piece looks important or official, it's much more likely to get opened.

6. Personalisation is key – make sure the recipiants name is clearly used throughout the piece. This tends to work best when digital print is used and is integrated into the artwork.

7. Don’t use an envelope at all! – Avoid the mailer not being opened at all – use a postcard, tabbed folded card or even a transparrent polybag – The Recipiant will be able to see the detail instantly on the door mat!.

8. Make sure the design and creative is fit for purpose – not just pretty to look at but easy to read, and inline with the target audience.

9. Implement the Hiarachcy of messaging – 1. Who is it from, 2. What is the offer, 3. What is the sub-offer, 4. Rersponse mrchanic, 5. Support Copy…..You have a very short length of time to get from message 1 to 4 before the decision is made to respond (or not) to the mailing.

10. Less is very often more! What can be sacrificed to ensure the best communication?
If you would like to see some examples of direct mail that works...please give us a call on 01225 782669 or log onto http://www.cflmarketing.co.uk/