Is direct mail an effective part of your marketing plan? It is critical to catch the eye of the recipient to increase the chance of your message being read and converted into a sale or a lead.
Here are five tips to improve your direct mail design:
1. Include personalized content. The most important function of a direct mail piece is to catch the eye of the recipient, and a powerful way to do this is to use personalized content. When a prospect sees content that is directly relevant to them, including targeted product placement or PURLs, they are far more likely to respond to your message.
2. Mesh your direct mail message with other media. The message that you present on your direct mail should be consistent with the design and message in your other marketing media, including web pages, email marketing, and even the personal interactions that customers have with your staff.
3. Choose a mailer format that is right for your message and your budget. There are a wide variety of mailer sizes and formats for you to choose from including postcards, self-mailers, envelope packages, magalogs and more.
4. Design within your budget. While full color graphics may look great, they may or may not be necessary to get your message across. If a one or two colors is what you can afford, then test it and see how the mailer performs. According to Don Mathis of Fiserv in Deliver Magazine, “You can over-utilize graphics and color, and create confusion instead of clarity.”
5. Use a professional design firm. A professional graphic design firm that is experienced with developing direct mail will be able to create a high quality and cost effective direct mail piece, potentially giving you a better return on your marketing investment than if you try to design the piece on your own.