6 Tips to Designing and Crafting Your Direct Mail Campaign
Building a direct mail campaign requires a lot more planning than we might think.
Taking time to draft compelling messages and develop a creative design will result
in a higher capture rates that go directly to your bottom line. Here are six direct
mail design tips to help you put together an effective direct mail campaign.
1. Personalize your message
Personalized messages and letters create a stronger bond and deliver better response.
You want to make people feel as if you are giving all of your time to just them, no
matter how large your campaign might be. The more personal you can make your letter,
the better your ROI will be.
Believe it or not, font style has an impact on the readers. In some instances,
fancy fonts with cursive (serif) can actually hurt response. Instead, implementing a
simpler (sans serif) font can communicate a more personal and sincere touch. Choosing
the right font is more than just a design issue.
While you certainly want to get your message across, you do not want to seem as
if you are shouting. Using more lower-case letters, smaller font and lettering, and
fewer colors conveys confidence, dependability, professionalism. Designing a stand–out
direct mail piece does not mean you have to shock the reader.
4. Human touch
You definitely want your campaign and direct mail piece to be exquisite, but you also want
to give it as much of a human touch as possible. Show your company’s personality. Don’t
be afraid to be creative while staying on message.
5. Long copy
Unlike what you may have heard, with direct mail you want to put in as much information as
possible. You want to answer customers’ questions but still create an incentive to contact
you and engage in a sales conversation. Armed with information, the more eager they will be
to invest in what you have to offer. Some of the most successful campaigns of all time use
the long copy approach.
6. Get to the point
While you do want to include as much information as possible, make sure you get to the
point right away. Organize your direct mail design so that people get your message quickly
and don’t abandon reading before they understand your offer.
There are so many elements to the design of a direct mail piece that are all important
to the success of your direct mail campaign. Start with the tips listed in this article
to help you spice up your direct mail marketing pieces and generate more customers.
What if I'm not sure what’s the best choice for our direct mail campaign?
Want advice on designing direct mail pieces such as postcards, booklets, brochures, calendars,
catalogs, door hangers, envelopes, greeting cards, letterheads, posters, or rack cards?
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