1) The Infamous Stamp of Approval
If you are using the Standard Mail stamp on your envelope to improve receptivity, take the next step and precancel it too. This delivers the appearance the recipient would expect in any important piece of mail. For full details, check out the USPS Domestic Mail Manual, section 604, Subsection 3.0. Go there now: USPS Domestic Mail Manual. This technique can be particularly effective when targeting professionals such as those on a physicians mailing list, ensuring your mail stands out and appears more credible.
2) VMR: Value, Meaning, and Relevance
One of the acid test rules for direct mail creative is VMR: Value, Meaning, and Relevance. If you are considering the addition of a format feature, a freemium, or an additional component, ask yourself: does it deliver value to the reader? Does it improve understanding? Is it relevant to the reader? If you can't say yes to at least one of these benefits, the addition probably won't improve results. For instance, when using a lawyers mailing list, ensure that every element of your direct mail piece adds significant value and relevance to capture their attention effectively.
3) Discount Winners
You can build traffic to your website or retail site by publishing a list of automatic discount winners. Visitors to your store or website find their name and discount code and render it at checkout. This is a great opportunity to use a match or scratch and save device. When targeting a registered voters mailing list, this strategy can create excitement and drive engagement, encouraging recipients to visit your site and take advantage of their discount.
By implementing these direct mail strategies, you can enhance the credibility, value, and engagement of your campaigns, leading to better response rates and overall effectiveness.