Don’t sleep on direct mail. A recent USPS and Temple University study found that direct mail recipients had increased engagement, review time, emotional responses and willingness to buy compared to those who viewed digital ads.
But how can you ensure that your direct mail piece gets read and not tossed in the trash? Here are our tips for helping your marketing piece stand out from the crowd.
Explore Different Shapes
Opt for a design that deviates from traditional rectangular envelopes and standard sizes. Consider shapes that are unusual or unexpected that will make your piece stand out in a stack of mail. Die cuts, flaps and folds, and sliding elements can all add interest.
Think about how the physical form of your mail piece can convey your brand's identity or message. For example, if your brand is known for creativity, use a uniquely shaped envelope or a design that reflects your brand personality.
You can also consider the paper you’re using and what message that conveys. For example, a heavy, premium-feeling paper can help your direct mail stand out and show you value your recipients. A rough-textured recycled paper can show you care about your environmental footprint. Think about how all aspects of your piece can make an impact, whether consciously or subconsciously.
Consider Text Size
Your audience will help you determine what size to make the font on your direct mail piece. Older audiences prefer a larger font size — usually 12-point, at least, for the main text. Younger audiences can often read smaller font sizes, but going smaller than 10-point can be a challenge even to those with the best vision.
Another thing to consider is using larger, bolder text for headlines. This way, you can emphasize key points, special offers or important information. Bold headlines draw attention to critical elements of your message and ensure that they are not overlooked.
We’ve all received direct mail pieces that look like they were designed to cram as much text onto the page as possible. Choose your most important messages and balance white space with text to create an easier-to-read design.
What Images Should I Choose?
People connect with images of other people. Consider using photographs of real people – your team, satisfied customers or individuals representing your target audience. This creates a human connection and relatability. If you have authentic images from a photoshoot at your company, great! If not, you can use stock photos, but try to find more realistic and modern-looking ones.
Whatever you choose, ensure that the images are high-quality and high-resolution. Blurry or pixelated images can look unprofessional and may diminish your brand's perceived value.
Get Your Audience To Take Action
Your audience received your direct mail piece; now what? Having a clear call to action is crucial, as it guides your audience through the next steps.
Using a QR code streamlines the process of directing your audience to a specific webpage or online content. It eliminates the need to type a lengthy URL while also making your direct mail piece more visually appealing and easier to read.
You also have the option to generate a distinctive tracking link for the QR code, allowing you to track individual scans and see how the code is performing.
Need Help With Your Direct Mail Marketing?
Whether you’re B2B or B2C, or need a one-time or recurring campaign, Marketing Essentials can help. We’ll meet with you to learn about your business and map out a strategic plan to maximize your investment. Then, we’ll work with you to design the creative to help your brand stand out and get results.
