Direct mail advertising is one of the most effective and profitable ways to reach out to new and existing clients, as it lets your business communicate one-on-one with your target audience. Direct mail includes a wide variety of marketing materials, including brochures, catalogs, postcards, newsletters and sales letters. Simply put… direct mail allows companies to control who receives their message, when it’s delivered, what it says, and how many people receive it.
Improving Your Direct Mail Design
Whether you are already using direct mail in your ongoing marketing efforts or you wish to get started, here are four design tips to help your direct mail piece stand out and get attention.
Personalization is one of the most powerful tools in direct mail. Each of your direct mail pieces can be personalized to appeal to the preferences of the recipient. Examples of personalization include letters that include the recipient’s first name in the salutation or referencing prior purchases. Personalization can be in the form of text and even images. The variety of personalization depends upon the amount of relevant data you have. The more data you have on your recipient’s preferences, the more you can customize each direct mail piece and connect on a more personal level.
Use An Attention Grabbing Design
The quality of the graphic design on your direct mail piece is crucial to the effectiveness of your campaign. When someone is sifting through their mail, you want to make sure that your piece stands out with clear messaging, good branding and intelligent design. If it’s not a postcard, the design and messaging on the outer envelope of your direct mail piece is just as important as what is inside. After all, the recipient needs to open the envelope before they can learn more about your offer.
Include A Call To Action
A call to action is a line of text that prompts your reader to take an action. It’s crucial to include a call to action in your direct mail piece to guide the recipients to the next part of your sales process. Examples of calls to action are, “Call Now!” or “Visit Our Website”. Make your call to action short, easy to understand and one of the most prominent messages on your direct mail piece. There should also be a level of urgency to respond. Deadlines, limited time, limited quantities, or gifts help increase response.
Plan With Postage Regulations In Mind
Postage can be the largest expense in a direct mail campaign. By keeping postage regulations and specifications in mind while you are designing and planning your direct mail piece, you can save a considerable amount of money in postage fees.
Direct mail is only one marketing channel that you can use to deliver your promotion and message. Use your direct mail creative and apply it to other related marketing projects such as in-store promotions, e-mail marketing, and social media marketing. Different consumers respond to different channels and it’s always better to communicate your message and promotion through as many channels as possible.