Marketing experts watch trends in consumer behavior and respond with advertising campaigns tailored to industry movement. The obvious idea is to reach as many customer prospects as possible with each program, and direct mail pieces are an easy way to reach that goal. The first step to success is to find the most suitable regions or areas to target a direct mail campaign. When marketers know where the piece is going to be delivered, they can begin working on creating a cool piece of direct mail.

1- Personalized Mail

The purpose of direct mail is to cast a wide net in a specific demographic area. It may seem that personalization in this instance is not possible, but there are creative ways to address direct mail. Greetings can be more personalized than generic. Addressing direct mail to “our friends at” instead of “resident” makes a big impact. This small change draws attention and the reader will be more likely to engage with the piece.

2- Textured and 3D Options

One of the most effective ways to grab a reader’s attention is through raised printing or 3D effects. Direct mail pieces that have a textured feature stay in the hands of the recipient for at least twice as long as mail without this feature. To increase this ratio even further, consider adding 3D images or text to make a direct mail piece really pop. Adhering an inexpensive pair of 3D glasses to the piece not only makes the piece more interesting, but it also gives the reader a way to instantly engage with the piece.

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3- Bold Graphics

Direct mail pieces must align with postal standards to qualify for a reduced postage rate. Despite the size guidelines, there are several options for graphic designers to create a fun and unique piece of direct mail. Playing with different sizes and shapes of direct mail definitely makes the piece more interesting and engaging for the recipient. Strong colors and bold designs are more likely to attract readers, while muted colors or boring designs run the risk of being tossed in the recycle bin.

4- Relevant Content

There is one last, fairly obvious consideration when it comes to designing direct mail campaigns. Even the boldest designs can be ineffective if the message on the mail pieces is irrelevant. Customers want to know how a message pertains to them and their household within the first few seconds of looking at the mail. If a message is poorly written, vague, or has too much fine print, recipients are likely to discard the mail without taking the time to read the full message.

Overall, direct mail campaigns have the potential to be highly successful marketing tools. This is especially true when the piece is targeted to a receptive audience and includes a message that is clear and appealing. Adding an extra special feature such as 3D graphics further enhances the appeal of a direct mail piece. Consumers today are inundated with mail and marketing from a variety of sources. A piece that stands out from the crowd is sure to please.