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Brown Knight & Truscott Blog

Quick & Easy Ways to Improve Response Rate to Direct Mail Campaigns

May 30, 2023 3:08:13 PM / by Wendy Barton

Response Rate to Direct Mail Campaigns

Looking to enhance customer response rates for your direct mail campaigns?  Here are some simple yet effective methods to consider.  Give them a try and share your results with us!

Remember, the goal of your direct mail campaign is to drive action and persuade people to embrace your product or service.  This isn't about sending love letters!


If you're struggling to get the desired response, here are a few strategies you can employ to boost your response rate:

BKT Logo crop 2Ensure Accurate Targeting Target Direct Mail

Each year the UK's population movements and annual mortality rates differ.  Therefore, if your direct mail database isn't up to date, you might be sending mail to outdated addresses or even to people who are no longer with us. Take time to manage your data and avoid double-sends, incorrect addresses, and unintentional ghosting.

BKT Logo crop 2Personalise Your Mail

Nothing grabs someone's attention like seeing their own name on a piece of mail. However, don't stop there—get creative! Tailor your mail in such a way that it genuinely feels personalised to each recipient. There are plenty of exciting options available to personalise your mail beyond just including a name. 

BKT Logo crop 2Embrace Creativity

Which do you think is more likely to be opened: a standard rectangular brochure in dull colors or an eye-catching, brightly dressed, uniquely shaped piece? There are numerous ways to make your mail stand out. Experiment with color, shape, and content to create something visually appealing that entices recipients to open, read, and remember.

BKT Logo crop 2Provide a Clear Call-to-Action (CTA) Take Action CTA

Avoid beating around the bush in your communication. If you fail to explicitly state what you want your readers to do, it's unfair to be disappointed with the lack of responses. Be direct and leave no doubt in your readers' minds regarding the desired action. The clearer your CTA, the better the chances of a response.


BKT Logo crop 2Drive Online Interaction

Here's a quick tip to increase engagement and maintain customer interest. Incorporate a call-to-action that encourages your readers to interact with you online. Leverage social media platforms to encourage discussions with your audience, as it provides additional opportunities to generate sales.

BKT Logo crop 2Conduct A/B Testing

Comparing two variations of your mail can yield invaluable insights. By analysing the response rates, messaging effectiveness, color schemes, styles, shapes, and more, you can better understand what resonates with your target audience. Note that A/B testing is most effective when conducted on a large volume of mail. Aim for at least 5,000 to 8,000 pieces for a single mailing, or double that for a comprehensive A/B test.


In conclusion, increasing your response rate doesn't have to be complicated. By implementing a few of these quick and easy strategies, you can transform your business from lackluster to flourishing.


We have the expertise and resources to be your next direct mail partner.  Get in touch with our team to discuss how we can help your business grow.


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Tags: Direct Mail, Fulfillment, Postage

Wendy Barton

Written by Wendy Barton

Wendy Barton, Marketing Manager at BKT – Brown Knight & Truscott, is a results-oriented leader with 25+ years of experience in driving demand, branding, and thought-leadership strategies for high-growth printing companies.