Direct Mail Advertising: 5 Ways To Ensure People Read Your Mailers

Published December 9th, 2020 by Devteam

We may be living in a digitally-driven world, but good old-fashioned print is the way to go when it comes to reaching your customers. And when done right, it's hard to beat the effectiveness of direct mail advertising. 

You just have to make sure you're thinking carefully about how to use this form of marketing. For starters, you'll want to clearly define your audience and think about how you can stand out from the crowd.

Here are five tips you should follow to make sure your direct mail advertising stands out. 

1. Good Quality Matters

If your company is interested in running a direct mail campaign, then you'll want to make sure that it counts. That means investing in the right type of paper and getting your piece of mail professionally printed.

Working with a professional service can help ensure that your advertising looks as good as possible — and not like a DIY project gone terribly wrong.

These professional services will have all the necessary equipment to make that beautiful mailer you have in mind happen. They might even have certifications that reflect their commitment to quality work.

In other words, you won't have to worry about poorly printed images and colors or poor quality paper that reflects badly on your company. 

You also want to make sure that you have chosen the right size of paper to get your message across. 

Something too small may make your text difficult to read, while something too large may start to feel cumbersome. Direct mail postcard sizes 6” x 11” or 8.5” x 5.5” are a great place to start!

When someone opens their mailbox and sees what you've sent, you don't want them to write it off as junk mail or as something cheap that they should ignore. Creating a high-quality mailer is the first step to harnessing the power of direct mail.

2. Grab Their Attention

Consumers trust what they get in the mail — and who doesn't love opening the mailbox and finding something exciting addressed to them? 

But just because customers may initially be interested, that doesn't mean you'll be able to hold their attention forever. A strong, attention-grabbing decision is essential to ensuring that people will keep your mailer and follow through on your call to action.

Maybe that means using an eye-catching headline that's clever and conveys an important message. It could also be an impossible to ignore deal or a dynamic image that's difficult to look away from.

Whatever it is, make it count. You don't have long before you lose the chance to reel your audience in and capture that desired response from them.

3. Keep Direct Mail Advertising Simple

Because of direct mail advertising costs, it can be tempting to cram as much information on a single piece of material as possible. This is a mistake! Don't overwhelm consumers with a wall of text that will make their eyes glaze over.

Instead, craft a simple yet engaging message that clearly communicates what you want it to convey. Use white space to your advantage to create something that's more minimal while also being very impactful.

Keeping it concise also makes your information easier to digest and keeps people from feeling overwhelmed. They'll know exactly what's important and how you want them to respond to your marketing campaign.

Adding graphics and images can help here, as they can express a lot with a little. They're also engaging and will help garner attention. 

You'll want to make sure your call to action is clear, too. This lets customers know what they should be doing with this piece of mail, whether it's to use a great coupon, reach out for more information, or something else entirely.

4. Don't Be Afraid to Get Creative

When it comes to effective direct mail advertising, thinking outside the box is always essential. You don't want to do the same thing that you've always done or something that consumers see time and time again.

That might mean creating your mailer in a shape that's not your regular old rectangle. You can use die cuts or clever folds to drive interest in your mailer. Color, too, can help you stand out in a pile of other letters and pieces of advertising. 

It could also mean re-thinking what your piece of direct mail is — maybe instead of a piece of paper, it's an object that ties into your business.

You could also add in a QR code or another interactive element that will really encourage a person to engage with the mailer.

It's also a good idea not to always stick to the same deals and coupons. Try offering something that really stands out and will drive the consumer to action.

5. Make It Personal

When someone picks up their piece of direct mail, you don't want it to feel cold and impersonal. That's why it's important to always keep your audience in mind. You want to design something that speaks to them specifically.

And whenever possible, take the time to personalize your mailers before you send them. Add in audience names and make sure it's clear this piece of mail is for them.

This can help increase your response rate in direct mail advertising and lead to a more effective and influential campaign for your company.

If it's possible, depending on the size of your campaign, you could even add in a handwritten element and address the envelopes yourself.

This extra step can help create a connection between your company and the people you're trying to reach. That can make all the difference when it comes to getting them to follow through and answer your call to action, whatever it may be.

Create Effective Marketing

No matter what type of marketing you're doing, whether it's online ads or direct mail advertising, you want to do it right. And when it comes to direct mail, that means keeping it simple, choosing the right size of paper, and providing engaging content.

Ready to wow your potential customers? Reach out to us today to get a quote for your next marketing campaign.

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