It is no secret that you only have a few seconds to capture people’s attention these days and direct mail is no exception. Here are some tips on how you can grab your prospect’s attention and keep it:

All About You- My mentor once told me “The most effective headline is ‘Every word on this page is about you.'” Of course, he didn’t mean this literally. His point was that you need to know who you are targeting and tailor your messaging so it seems like you are speaking directly to them. Or you could take it literally and personalize data so much that it actually speaks to your prospects at an individual level. 

Try the Other Senses- While having striking visuals are important, have you ever received a direct mail piece that incorporated your other senses? Take a minute and think about it.

Hopefully, you’ve remembered something. How many direct mail pieces have stuck out to you for any reason? The most common sense we see incorporated is touch, with different textures that can be incorporated with a piece. Smell could be interesting and you could stand out if you’re not selling perfume. Having sound, like those greeting cards, could be interesting and would stand out, though it would become quickly expensive. As for taste, I’d say try that one out at your own risk. 

Set Yourself Apart- The average American gets 26 direct mail pieces a day and sees up to thousands of ads in one day. Find ways to create offers and mailings that stand out. This requires testing and experimentation but in time will pay off as you dial in what your prospects are looking for.