5 Tips for effective direct mail pieces
Get a professional design: There is nothing worse than getting an ugly mail piece. Designed properly, direct mail promotions can make your business boom and generate great sales. Designed poorly, your campaign may fail as customers drop unwanted mail into bins. You may think you’re saving money by designing a direct mail piece yourself, But unless you’re a graphic designer you could cost yourself more than you save.
Get personal! Send a unique message: Utilise Variable Data Printing to your fullest and send a personal message to every individual on your list. Too often companies insert their usual brochures into envelopes or mail out postcards and hope for the best. Out of all advertising vehicles, direct mail can create an intimate communication with your customer.
Use only quality content: What makes quality content? It is simple and straightforward. It is factual, rather than boastful. It calls the reader to action and sparks interest. It answers their questions, solves their problems, and meets their needs. It puts the reader first, the offer second, and the company a distant third. It persuades people to respond.
Follow up with your recipients: This is one of the biggest mistakes made in direct marketing. No follow up. How many times have you received an interesting offer in the mail, but put it on your desk because you’re too busy at the moment and say “I’ll get to that later”. Unfortunately for most direct mail campaigns later may never come unless you follow up and remind your prospect of that interesting offer or product.
Keep it simple: Keep your design simple, clean and fresh. Too many words plus one little postcard equals a direct mail piece that won’t be read. The same goes for a brochure that has so many images and text on it that you can’t tell which side is the front and which side is the back. You want to get a lot of information on your direct mail piece, which is fine, but don’t forsake your design for content.