When considering using direct mail as a part of your marketing campaign it is important to sit down and think through your strategy. By making some careful choices, you can design an effect mail piece and increse your ROI beyond the typical .5-1% response rate. Here are some of the basic ways to make sure you are desiging your post card, brochure, flyer or other direct mail piece to make it as effective as possible and generate the results you are looking for.
- What is the primary purpose of your mailing? Think about what is most important. Don’t try to “kill two birds with one stone” and keep adding information. Focus on one purpose. That might be a Grand Opening, an End of Season Sale, a new addition to your staff or a new location. With a clear purpose you will be able to create a bold, attention grabbing headline to entice the recepient to keep reading.
- Where is your mailing list coming from? Current contacts, a bulk mailing to a specific zip code or purchase a mailing list? If you are introducing a new product, service or staff member the mailing to your current list of contacts might make perfect sense. However, if you want to reach new customers or clients this is not going to be the most effective means, possibly a bulk mail to a specific zip code would be a better choice. Maybe you are opening a new business that has a very specific clientele (such as a pre school or luxury vehicle dealership). Purchasing a mailing list that will narrow down the specific demographics you are looking for will greatly increase your response rate.
- Once you have your purpose and recipients in mind, you can begin designing your mailing. This is where you need to keep reminding yourself that “less is more”. Many people have a tendency to overcrowd their message. Keep it simple and basic. Add images that will catch the eye and also convey your primary message. Make sure you keep both the text and images in line with the message you are trying to convey. As a general rule, use no more than 3 different fonts within your piece. Fonts are a great way to promote a message- for example, a new daycare would be a perfect use for a font that looks like children’s hand writing. A luxury auto dealership, not so much. Images or graphics that bleed off the page can add interest. Setting text to the side, top or bottom and not just in the center will help draw the eye around the page. And again- less is more- leave some “white space” so your final product does not look overcrowded.
- Add a “call to action”. A coupon, discount code, free gift to the first 100 people through the doors, etc. Think about what you can offer to increase the effectiveness of your mailing and encourage people to take the necesssary action.
- Add some “bulk”. Bulky mail is different, it gets noticed and it gets read (hence a better response rate). Add a magnet to a postcard, include a small notepad in an envelope, or even do a box mailing with a larger item (like a small flashlight) inside. This type of mailing is especially effective when you have a very specific and targeted mailing list.
Call or emaill today for help designing your print material. We have a vast selection of fonts, graphics and images we can use to help you stand out and not have the same stock template look as the next guy!