Direct mail has been doing very well recently! As we approach the new year, its time to consider making direct mail a part of your marketing plan. But how do you make it stand out from the crowd? Here are some tips on how your direct mail piece can stand out from the rest:
Make sure the design is coherent and the text is readable
This one seems obvious but if your mailer is hard to read or poorly designed it will go in the trash faster than you can say “This text is really hard to read.” First, have several people review the font as well as the color of the text to make sure that it’s readable against the background. Also, pay attention to the order you naturally read the content of the mailer and make sure that your messaging makes sense in that context. There are several guides online that you can search for to assist you.
Grab attention with limited space
As with any marketing piece, you are limited by space. It can be tempting to cram a bunch of information onto your mailer but this, in my experience, tends to make the font really small (see above tip.) Instead, have a headline that will grab attention and a call to action that is easy to do. The more steps you make a prospect take, the less likely they are to take them.
Tie in other media
Make sure your campaign is not only in the direct mail space. Studies have shown that using other media in conjunction with direct mail makes both even more effective. This is a concept in marketing which is known as frequency, or how many times a person sees one of your ads. Generally, a person needs to see your ads seven times before they take any action. Of course, don’t inundate someone with your advertising either.