In a digitally powered world, you may not have considered using direct mail to reach customers and prospects, but it’s a powerhouse for marketing. The lifespan of an email is about 2 seconds, and brand recognition after a digital ad is only 44%. But brand recognition for direct mail is 75%, with an average lifespan of around 17 days.
It’s clear direct mail is a great way to reach customers and prospects, but it can be hard to know how to make a direct mail piece stand out. This article discusses five key aspects of an effective direct mail piece.
What is direct mail?
Before diving into the specifics of creating direct mail, let’s define exactly what it is. Direct mail is a type of mail used for advertising. It can include:
- Postcard
- Brochure Self Mailers
- Flyers
- Sales Letters
- Lumpy Mail (mailings that have an odd shape, indicating a small item inside, such as a flat keychain flashlight, for example)
It helps to keep the definition of direct mail and what it includes in mind when creating an effective direct mail piece. To stand out among the sea of advertising content, direct mail creation should:
- Be eye-catching
- Utilize personalization
- Be easy to understand
- Include interaction
- Have identified target groups
- Have a call to action
Print enhancements
Create a direct mail piece that catches the consumer’s eye with print enhancements. Focus on branding, logos, and color schemes that communicate company values. Use color and graphics to make your piece stand out. Elements to consider include type of paper, envelope design, embossing, die-cuts, and coating, such as varnish, UV, or lamination.
Personalization
Personalization helps build an emotional connection between a brand and a customer. To incorporate personalization in direct mailings, highlight the person’s name, past buying history, or items they were viewing online. Even simple touches like a handwritten font can increase personalization.
Make it easy to understand
A complicated offer will confuse readers and cause them to turn away. Use simple language in the ad copy, headlines, and offers. Keep the headline short yet powerful by using attention-grabbing words like “FREE!, NEW!, and TODAY ONLY!”.
Make it interactive
To ensure you get a response, include some interactive pieces. For example, a perforated coupon or reply card can be easily removed from the piece and returned. Your request should be clear and concise, including company name, address, phone number, and/or email address. This helps ensure that your reader knows how to contact you in order to take advantage of whatever offer or opportunity you are presenting them with.
Segmenting with subgroups
A direct mail piece is no good if it doesn’t get the desired results, and desired results won’t come without a targeted audience. Segmenting with subgroups will help identify consumer interests and design targeted direct mail.
For example, if you have a product that appeals to people interested in cooking but aren’t professional chefs, it makes sense to send out a direct mailing piece directed at home cooks instead.
Focus on what’s important for each group instead of trying to appeal to everyone at once. You can also use surveys to learn more about a specific group of consumers.
Be sure your mailing piece includes a clear call to action so that readers can make the next step in the buying process as easy as possible.
The more effort you put into making your direct mail stand out, the more successful it will be
At Ritter’s Printing & Packaging, we’re here to help. Our team of experts with over 30 years of experience is committed to delivering sustainable, quality printing solutions. Learn more about our direct mail services or contact us today at 954-771-7204.
