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Jet Mail 11/11/20 6:00 AM

How to Build a Successful Direct Mail Marketing Plan for 2021

How to Build a Successful Direct Mail Marketing Plan for 2021

When was the last time you checked your mailbox and received 121 letters? That’s the fierce “inbox” competition that email marketing campaigns face–an average of 121 emails are received every day.

Meanwhile, direct mail campaigns provide a broad range of effective marketing advantages, including: 

  • Direct mail recipients purchase 28% more items and spend 28% more money than people who don’t get that same piece of direct mail. 

  • 73% of American consumers say they prefer direct mail because they can read it whenever and wherever they want without requiring a phone, tablet, or computer.

Email is read once by a single user and discarded. Postcards, letters, calendars and catalogs have prolonged physical presence available to multiple readers over time.

Now is the time to start putting together your 2021 marketing plan and if you haven’t built a direct mail component into your plan, you’re missing out. 

Direct mail campaigns recently racked up the highest response rates ever recorded by the Data and Marketing Association:

JetMail direct mail marketing chart

Response Rate

  • Direct Mail: 5.3%
  • Email Marketing: 0.6%
  • Pay-Per-Click (PPC): 0.6%
  • Social Media: 0.4%
  • Online Display Ads: 0.2%

Keep in mind that sending 100,000 postcards addressed to “Current Resident” is not a direct mail marketing plan. This “spray and pray” method is just as ineffective as robo-dialing a random set of 100,000 phone numbers. 

Successful direct mail campaigns in 2021 need to be personalized, data-driven, and fast. And it’s easier than you may think.

Read on to learn about the critical components of a successful direct mail marketing plan for 2021.

6 Requirements for Successful Direct Mail Campaigns in 2021

  • Use Smart Market Segmentation: Market segmentation helps your business precisely target resources and messaging at specific groups. The segmentation process creates subsets from your overall market based on demographics like age, sex, ethnicity, salary, marital status, location, and occupation. Use the power of VDP (variable data printing) to personalize offers that increase sales and brand loyalty by customizing each piece to meet the needs of that specific customer - without sacrificing speed-to-market or quality.

  • Build Accurate Data-Driven Mailing Lists: Good data is critical to a campaign’s success. Data hygiene and data scrubbing are important steps to take to ensure the information you have on your audience is correct. Jet Mail’s expert data processing team has more than two decades of experience managing complex data. Lean on us to help append mailing lists, eliminate costly duplication, and keep current with National Change of Address (NCOA) processing to optimize the ROI of each campaign.

  • Use Your Valuable CRM Data to Customize Offers: Design an irresistible offer tailored to the needs and preferences of each customer. If your customer just purchased a coffee table, a discount offer for coffee tables is a wasted mailing. But they may be ready for matching end tables or a rug--especially if the discount is valid for a limited time. Use your CRM data to determine what your customers have already purchased and what they’ll need next. Make those products available with a personalized direct mail offer that won’t get buried under 120 email messages.

  • Use Creative Copy and Packaging: With email, you’re restricted to about 9 words in the subject line to capture consumer attention. With direct mail, you have a physical advantage. Use vivid colors, bold text, attractive oversized envelopes, and even gift boxes to entice curiosity and get noticed. This is especially applicable during holiday seasons  when customers are expecting cards and gifts in the mail.

  • Support Your Digital Marketing Channels With Personalized Calls to Action: You’ll want to avoid the old overused “just checking in” mailings with nothing specific to offer. Once you’ve captured your customer’s attention with a targeted direct mail piece, don’t waste it with negligible offers, especially if you’re using direct mail to re-engage with a customer who hasn’t interacted with your business in a while. Use the customization capabilities of VDP (variable data printing) to provide personalized URL addresses (PURL) like www.yourbusiness.com/customername to create a one-to-one connection with your customer.

  • Test Your Markets With Short-Run Versatility: There’s no need to gamble on a 100,000 piece mailing campaign until you’ve seen proven results from a 500 piece test run. Jet Mail has the technology and team of experts to help plan your campaign, identify your strengths and pinpoint actionable growth opportunities to optimize your marketing strategy. Our customers have achieved response rates as high as 30% on mailings of just 2,500 hyper-targeted pieces.

Custom Direct Mail Solutions with Jet Mail 

Have an idea for a direct mail campaign? Taking an idea from concept to execution can be overwhelming--especially when multiple print, design, data, packing, labeling, and shipping vendors are involved. Jet Mail consolidates all of your direct mail and marketing fulfillment needs under one roof. Our team of experts guide you every step of the way and create custom solutions that fuel success. 

We can make things even easier by building a custom web-to-print portal so members of your organization can access see campaign performance, order marketing materials, and deploy campaigns. 

Ready to get started? We’re excited to hear what you have in mind for your project. Contact us today!


Get Started

To learn more about our services and how we can help expedite your marketing fulfillment, start by speaking with a Jet Mail team member.