Regardless of how you look at it, direct mail marketing isn’t just successful – it’s positively thriving.
According to a recent study, approximately 73% of consumers say they prefer to be contacted by brands using direct mail rather than by alternative means like email. This preference is because they can read physical mail at their convenience. Not only that, but about 40% of direct mail recipients either fully read or, at the very least, scan what they receive - as opposed to something like an email that is far too easy to ignore.
But as effective as direct mail is by its very nature, there are still ways to increase the engagement you can generate between you and the members of your target audience. Behavioral science is a great way to accomplish that, but it is a concept that will require you to keep a few critical things in mind.
3 Tips for Using Behavioral Science to Increase Direct Mail Response
Don’t Neglect “Magnet” Words
One of the best ways you can use behavioral science to increase direct mail response is using what are called “magnet” words.
People lead busy lives – you can only expect them to read some of the last words on a piece of direct mail marketing that you send out. What they’re likely to do is skim.
While doing so, if they see words like “now,” “announcing,” or “introducing,” they’re much more likely to pay attention. That’s because these types of magnet words bring a natural sense of urgency, which can capture someone’s interest and get them to pay attention to the rest of your message.
Do Whatever You Can to Stand Out
Think briefly about all the mail you receive on a given day.
Most of it probably looks incredibly similar – it’s pieces of mail in a standard envelope size that are virtually indistinguishable from one another. Therefore, even something seemingly simple as sending out print marketing pieces that are an “unusual size” can be a great way to attract attention. It differentiates your marketing materials from everything else someone might receive that day.
At the very least, it gets them to pay attention in a way that will likely be more engaging than something similar to everything else in their mailbox.
The Power of Testimonials
Another of the best ways to use behavioral science to increase direct mail response involves including testimonials in your print marketing whenever possible.
People aren’t just going to take your word for it that your products and services can do what you say they can. They want to hear it from people they trust, and if they can’t hear that from a friend or family member, that’s okay – testimonials and quotes from honest, satisfied customers will work just as well.
Testimonials show someone that another customer has been in a situation similar to the one they now find themselves in, and yours was the business that helped answer a question, solve a problem, or generally provide value to their lives in some way. Once the testimonial convinces them, they’re much more likely to listen to the rest of what you have to say – which can get them to come down off the proverbial fence and make a purchase before you know it.
If you’d like to find out more about increasing your direct mail response rates or have any additional questions, please don’t hesitate to contact us today!