Sending Bulk? 5 Ways to Increase ROI on High-Volume Direct Mail Campaigns
Costco has become the third-largest retailer in the world, due in large part to their variety of everyday items that can be purchased in bulk. You might not need 15 pounds of (delicious) pretzels, but you can cash in on the same strategic business plan. Sending bulk direct mail can provide impressive ROI for your marketing campaigns — if done effectively.
Digital ad spend in the U.S. is expected to reach $298.4 billion in 2024, but more than 76% of people still trust direct mail more than other forms of marketing communication, due in large part to what’s become known as “digital fatigue.”
The number of business and consumer emails sent and received in 2023 exceeded 347 billion. For comparison, the average American household received 368 pieces of regular marketing direct mail a year in 2022 — around one a day — and, what’s more, 63% of Generation Z and 62% of Millennials report they’re excited to receive direct mail.
This provides a great opportunity for brands to send relevant, personalized campaigns in bulk, increasing brand visibility, loyalty, and your return on investment. Here, we’ll look at five ways to increase ROI on high-volume direct mail campaigns.
Take advantage of the USPS postage discounts
Brands can’t execute direct mail campaigns without incurring postage costs. While the price of postage has a recent history of increases, the USPS® offers a variety of programs that incentivizes brands to create more engaging, dynamic direct mailers in return for discounts on postage.
For example, one of this year’s USPS Promotions and Incentive Programs is the Emerging and Advanced Technology Program, which offers up to a 4% postage discount on mailers that are infused with interactive, dynamic technology components. Integrating augmented reality can help brands save 3% on postage, and incorporating more sophisticated technology like virtual reality or video in print can save 4%.
Brands can take advantage of the Emerging and Advanced Technology Program at any time during the 2024 calendar year, but some of this year’s programs do have registration and eligibility deadlines.
Read our overview of the 2024 USPS postage incentive programs to jumpstart your creativity and save on direct mail postage.
Build an accurate and targeted mailing list
Purchasing a mailing list might get your direct mail to a large group of people, but if those people aren’t your target audience, it’s not money that’s been strategically spent. Start with existing customers and warm leads — those you may have had conversations with in the past — but don’t be afraid to venture into new markets.
Our team of data optimization experts uses demographic data to help our customers create highly targeted lists that have the same characteristics and pain points as your current customer base, ensuring that your direct mail pieces reach those who are most likely to respond.
Use personalization and variable data printing
What if you could increase your direct mail response rate by up to 500%? It’s possible through personalization. With people being inundated with both digital and physical media, it’s critical to go beyond a name and address on a piece of direct mail. You have to tailor the message with relevant information and messaging, high-value offers, exciting colors, layouts, and images that connect with your target audience on more than a surface level. In fact, 80% of consumers are more likely to make a purchase when brands offer personalized experiences.
Our use of variable data printing (VDP) can help you create highly-targeted print pieces, individualized for each specific recipient, on a large scale using data optimization and programming. These personal connections can improve brand loyalty, and your bottom line.
Create compelling copy and dynamic design
Designing high-volume direct mail pieces is a fine balance between creativity and compliance. But whether you’re designing them yourself or working with a team of experts, having a targeted list and data insights will fall flat if your mail doesn’t catch the recipient’s eye and offer some value.
Choose the most appropriate format, use white space effectively, include impactful imagery, and keep the copy concise with a clear offer and strong call to action. If you’re sending bulk direct mailers, it’s likely you’re sending postcards, and the amount of space you have to work with — even with jumbo postcards — means you need messaging and a CTA that is clear, concise and attention-grabbing.
Incorporate digital integrations
Today’s consumers don’t just want a letter or postcard — they want a way to quickly find out more or complete an action in a split second. One way to ensure your direct mail campaign scratches that interactive itch is by incorporating digital integrations.
Personalized URLs (PURLs), quick response (QR) codes, augmented reality (AR) and near-field communication (NFC) are effective ways to link direct mail to digital. With just a scan of a code, the user can be taken to a personalized landing page, instructional video, e-commerce store, or any other digital landscape that fits your campaign goals.
Not only do they provide additional value and entertainment for the recipient, but they also give you various ways to track the data associated with your campaign — including which method or message works best — using the analytics tools you already have on your website.
Ready to take your bulk mail to the next level? Partnering with a bulk mailing expert like Varispark can help you optimize your high-volume direct mail campaigns. Tell us more about your project to get started!