Direct-mail is one of the most powerful marketing tools a casino has! Getting the highest direct mail response should be the goal but there is usually a lot of pressure to keep the costs down. These can be conflicting goals. If we don’t get our mailer opened and read we will get a poor response rate so let’s focus on getting customers to open our direct mail today.
Here are a few tricks to get your mail opened.
- Use a shocking or awe inspired headline
There is a reason why every band does their “last tour” every few years. It creates shock to their fans and creates deep interest in the event. Find something spectacular about your event worth creating some drama about like “biggest jackpot ever” or this is a very rare event or last of it’s kind.
- Use mystery to make them curious about your mailer
Curiosity is a powerful tool. If you use some lead-in text on the address side of your mailer (the primary side they see), you can tap into their curiosity and get your mailer opened. Try a snipe like “You’ll never guess who is coming” but make them open the mailer to find out. Your mailer open rate will increase incredibly. They could guess, but its more natural to open the mailer and see the answer. It is a similar technique as a scratch-off for getting your piece opened.
- Use a scratch-off on the outside to compare on the inside
If you design your scratch off with a compelling offer and easy to understand design they work very well. You can create a nice scratch-off on the outside and have them check the inside of the piece to see what they have won. You can create scratch-offs with variable numbers too so make a game of your mailer and it will have a much higher open and interaction rate than the rest of the mail that day.
- A box-mailer always gets opened
Any box place inside your customers mailbox is the most important thing in the mailbox. If we are talking strictly open-rates than there is no higher interaction rate than a box mailing. Higher open rates translate into higher response rates. You should definitely do some box mailings throughout the year and compare the post forma math to your other mailers. You will be very pleasantly surprised by the increased response which can more than justify the additional expense.
- Send relevant offers about things they like
The difference between direct marketing and junk mail is if you’re sending relevant offers to someone about what they like or want. If you send a country and western invitation to a rock ‘n roll person you are pushing that client away with things they don’t want (aka junk mail).
You want to be a property that has the things they like so you are their favorite place to go. Code your database well so you can personalize relevant offers to the right person and you’ll always get your mailers opened and higher response rate too.