An item of direct mail is rendered useless unless it is opened, which is one reason why direct marketers are constantly devising new ways to entice recipients into having a look at their post.
There are many methods to discourage consumers from disregarding the contents of their mail box, but personalisation seems to be an essential step.
All the evidence points to the rule that homeowners are much more likely to open a correspondence if it is addressed to them personally.
Research carried out earlier in the year by CCB fast.MAP found that nearly two-fifths of consumers throw away unpersonalised direct mail before they have looked inside the envelope.
In fact this logical ploy of addressing each intended recipient personally – which often requires the use of up to date data lists – is seen as an essential measure to take for companies who wish to target their campaigns effectively, more so than many marketing techniques which are commonly adopted.
For example, the use of eye-catching colour schemes and daring design has long been thought of as a sure-fire way to get letters opened.
But the CCB fast.MAP figures, which appeared in Marketservicestalk, show that fewer than five per cent of those quizzed named design or colour as a major factor in their decision: to open or throw away?
When addressing a communication to the consumer, it is vital that the correct data is used. Research has shown that most recipients would refuse to open a letter which spelt their name or address incorrectly.
While the brand reputation attached to the sender, as well as timing and relevance of the letter all have a part to play, the initial requirement of a successful item of direct mail is to be addressed appropriately.
With a little attention to detail, direct marketers can push up the one to five per cent response rate seen by direct mail campaigns using cold customer lists.