Do you know if your direct mail items are being opened? Can you see the success and return on the investment from them?

The fact that 70% of people still enjoy receiving mail items through their letterbox, especially discounts and offers, (reported by fast.MAP in 2012) is a huge reason why businesses choose direct mail to help reach their target audiences.

But boring, undesirable direct mail concepts will get thrown in the bin if recipients don't feel compelled to open them. To help you get your direct mail read here's 6 quick tips:

1. First and foremost, think about what you are trying to achieve. Is your DM piece looking to win new business, retain customers, or perhaps looking to increase repeat business? Having an objective for your direct mail piece will help reach your audience and goals.
2. You should always be looking at how you can improve your brand awareness with recipients and ensuring they understand your values. Using bright colours, bold text, clear messaging and having your company's logo present are key effects to help you stand out and be noticed.
3. Keep images and copy clear and relevant to your message, or less people will want to open your mail.
4. Personalisation is vital. Addressing your item to 'the occupier' or worse, getting their name wrong, will only increase your chances of being binned without being opened.
5. For promotions or discounts, words play the strongest part of your direct mail piece. Think carefully about your offer and if it is clear and simple; no-one likes being fooled or misled and it will damage your brand. Short, sharp, clear wording that is not misleading will engage the recipient, i.e.
• Congratulations, you have won...
• Enclosed you'll find...
• Free gift inside
• Exclusive offer only
6. Measuring the success of your campaign can be done easily with simple but highly effective response cards. Combining creative impact of a traditional DM with the strong call to action of a reply card is an easy way to verify your data and enrich your database.