Best Practices: How to Create Direct Mail Pieces that Convert

Here’s a comprehensive guide to creating direct mail that converts effectively.

Direct mail continues to be a highly effective marketing tool, especially when paired with digital engagement techniques. To create direct mail pieces that convert, it’s important to optimize for clarity, personalization, and multi-channel response options. Follow these best practices to increase the likelihood of driving action from your audience.

Creating direct mail pieces that convert requires a strategic blend of compelling messaging, visually engaging design, and the right response options. By offering multiple ways for recipients to respond—such as call tracking, inbound SMS, and PURLs—you can maximize engagement and accurately measure the success of your campaigns. Continuously testing and optimizing your direct mail pieces will help improve response rates and drive better results over time.

Start with a Clear and Compelling Headline

Your headline is the first thing a recipient will notice, so it needs to immediately grab attention and convey the value of your offer.

Use Personalized Messaging

  • Be Direct and Benefit-Oriented: The headline should highlight the primary benefit of the offer, giving recipients a reason to engage.
    • Example: “Unlock 25% Off Your First Purchase – Limited Time Only!”
  • Keep It Simple: Avoid complex language and get straight to the point. The clearer the message, the more likely recipients will take action.

Personalization increases relevance and engagement, making recipients feel that the message is tailored specifically to them.

  • Address Recipients by Name: Using the recipient’s name in both the headline and body copy makes the direct mail feel more personal.
    • Example: “Hi Jane, Your Exclusive Offer Awaits!”
  • Leverage Location or Past Behavior: Personalize offers based on the recipient’s location, previous purchases, or browsing behavior.
    • Example: “Get 20% Off at Our New York Store” or “Here’s a Special Offer on Items You Viewed.”

Design for Immediate Impact

Direct mail design should be visually engaging but not overwhelming. The goal is to capture attention and guide the reader toward the CTA.

  • Use High-Quality Imagery: Choose images that complement the message and are visually appealing, but ensure they do not distract from the CTA.
  • Keep the Layout Clean: Utilize white space to make the content easy to read, and avoid overcrowding the piece with too much text or imagery.
  • Stay Brand-Consistent: Make sure your colors, fonts, and overall design are aligned with your brand identity to maintain a cohesive customer experience across all channels.

Include a Strong Call to Action (CTA)

A direct and compelling CTA is crucial for driving conversions. It should be clear what you want the recipient to do next.

  • Be Action-Oriented: Use action words that guide the reader to take the next step.
    • Example: “Call Today to Claim Your Discount,” “Shop Now,” or “Visit Our Store.”
  • Create Urgency: Encourage immediate action by using time-sensitive language.
    • Example: “Offer Ends Soon—Act Now!”
  • Highlight Multiple Response Options: Offer several ways for recipients to respond, including options like call tracking, inbound SMS, and PURLs.

Leverage Multiple Response Channels

Including multiple response options allows recipients to engage with your offer through the method they find most convenient. This also helps you track response rates from different channels.

  • Call Tracking: Include a unique, trackable phone number that allows you to monitor how many recipients are calling in response to the mail piece. This can also help optimize future campaigns.
    • Example: “Call 1-800-123-4567 to Speak with a Representative Today.”
  • Inbound SMS: Offer the option for recipients to text a keyword to a short code, enabling easy engagement and tracking.
    • Example: “Text ‘OFFER’ to 55555 for an Instant 20% Discount!”
  • PURLs (Personalized URLs): Use personalized URLs to create a tailored online experience for each recipient. PURLs can be used to direct recipients to a customized landing page, making it easy to track engagement and conversions.

Incorporate Social Proof

Including elements of social proof in your direct mail builds trust and credibility, which can increase the likelihood of conversion.

  • Customer Testimonials: Feature quotes from happy customers or client success stories that reinforce the value of your offer.
    • Example: “This service saved us time and money—highly recommended!”
  • Industry Stats or Certifications: Highlight any relevant awards, certifications, or impressive stats that make your product or service stand out.
    • Example: “Rated #1 by Industry Experts for Three Consecutive Years.”

Offer Incentives

Providing a clear and appealing incentive can motivate recipients to respond.

  • Exclusive Discounts: Include a coupon code, discount, or special promotion that is only available to those who respond to the direct mail offer.
    • Example: “Bring This Card In for 10% Off Your Next Purchase.”
  • Limited-Time Offers: Emphasize the time-sensitive nature of the offer to drive immediate action.
    • Example: “Limited-Time Offer—Expires in 10 Days.”

Simplify the Message

Your direct mail piece should communicate value quickly and concisely, especially given the limited time a recipient may spend reviewing it.

  • Focus on Key Benefits: Highlight the most important points that the recipient needs to know about your offer or product.
    • Example: “Fast, Affordable, Reliable – Get Your Free Estimate Today.”
  • Use Bullet Points: Break information into digestible chunks by using bullet points to outline key benefits or features.
    • Example:
      • Free Shipping on All Orders
      • 24/7 Customer Support
      • Satisfaction Guaranteed

Trackable and Measurable Performance

Tracking the success of your direct mail campaigns is critical for optimizing future efforts.

  • Use Unique Promo Codes: Include a unique promo code for recipients to use when redeeming an offer, helping you track conversions from direct mail.
    • Example: “Use Code SAVE20 at Checkout.”
  • PURLs and Trackable Links: Include personalized URLs or other unique links that allow you to measure how many recipients visit your website or landing page as a result of your direct mail.
  • Call Tracking Numbers: If phone calls are the desired response, using a unique, trackable phone number allows you to measure inbound calls directly attributed to your campaign.

Test and Optimize

Just like any marketing campaign, direct mail can be optimized through testing.

  • A/B Test Key Elements: Test different versions of your mail piece by changing one variable at a time, such as the headline, CTA, or offer. This helps you determine which version performs best.
  • Measure Response Channels: Analyze the performance of various response options—phone calls, SMS, and PURLs—to understand which is most effective for your audience.

High-Quality Printing and Materials

The tactile nature of direct mail gives it a unique advantage, so the quality of the piece itself matters.

  • Choose Premium Paper: Opt for a heavier paper stock or high-quality finishes like glossy or matte coatings to enhance the tactile experience and make the piece feel more substantial.
  • Experiment with Size and Shape: Larger, non-standard sized mailers or unique shapes can make your piece stand out in the mailbox and increase the likelihood of being opened.