Direct Mail Isn’t Dead!
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In last month’s Groundwork, we explored the continued viability of direct mail and how decreased competition in recipients’ mailboxes, digital fatigue and overall ROI is driving a resurgence in use. You may be wondering how to effectively use direct mail with your own customers and prospects. Let’s look at the three key elements that influence the effectiveness of direct mail.
#1 The List
The most important component of your direct mail campaign is the mailing list. It identifies the group of recipients you will target. Research indicates that 40-60% of a direct mail program’s success relates directly to the mailing list.1 The more targeted the list, typically the higher the response rate. Just imagine if you sent your direct mail pieces to a list of extremely satisfied and loyal farmers who buy from another seed brand. Your results would probably be lousy. That’s the wrong list. But what if your list included farmers who experienced challenges last year — poor yields, downed corn, brand consolidation or a retired dealer? Your chances of success significantly improve. You can narrow your list based on geography, behavior (such as past purchases), lapsed customer reengagement or any number of other possibilities.
#2 The Offer
Once you have a good list, the next most important element is your offer. The offer provides an incentive to your recipients, encouraging them to take action. Typically, 25% of the success of a direct mail campaign lies in the offer. In choosing what to offer, keep in mind that self-interest is the primary motivator for most people. They’ll want to know, “What’s in it for me?” So, the more your audience connects with an offer, the more likely they are to take action. One study showed that 65% of people who took action after receiving direct mail did so because of the offer or promotion.1
#3 The Copy
The words you use to convey your message and offer to your audience are the third most important part of your direct mail campaign. Generally speaking, the copy should focus on selling the offer, convincing your audience of its value and motivating them to respond. Words like “free,” “new,” “now” and “limited-time” can be powerful motivators to create a sense of urgency and get audiences to take action. You’ll also want to create an easily identifiable call to action in your copy, such as “call today,” “scan this QR code” or “redeem your coupon” to make clear the desired step you wish them to take.
A few more tips
For increased success, consider adding more elements to your direct mail campaign to make it more engaging.
The sales and marketing season will soon kick into full gear, if it hasn’t already. As you determine where to spend your precious time and resources, direct mail could be a good bet. In fact, a 2024 study from direct mail marketing company Lob found that 84% of marketers say direct mail is the channel with the highest ROI.3 Whether you’re just dabbling in direct mail or it’s the cornerstone of your marketing effort, following the principles of list, offer and copy can help improve your odds of success.
1 Modern Postcard, “6 Elements of Successful Direct Mail,” accessed April 16, 2025, https://www.modernpostcard.com/mp-downloads/documents/free-6-elements.pdf.
2 SG360, “The Future of Direct Mail 2023: Marketer and Consumer Insights,” 2023, https://sg360.com/the-future-of-direct-mail-2023-now-released/.
3 Lob and Comperemedia, “2024 The State of Direct Mail Marketing,” 2024, https://go.lob.com/rs/900-QJF-050/images/2024-Lob-State-of-Direct-Mail-Marketing.pdf.
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