Direct Mail Part 3: Design for Maximum Impact
When it comes to direct mail, design is an area where you can’t afford to skimp. A colorful, tactile, and interactive piece is hard to resist. Plus, a well-planned design will guide recipients to the information you want consumers to read. Don’t waste money on a poorly designed direct mail piece; invest in design and printing to get the maximum returns on your marketing campaigns.
First Impressions Count
You might have 60 seconds to make a first impression face to face, but in the mail, you have only a fraction of that time. Your direct mail piece could be the first contact a potential customer has with your company. Make it count. Remember every post card and package you send is a sample of your business. It should reflect the quality of your product, your brand personality, and demonstrate that your company isn’t like all the rest.
Make Your Piece Stand Out
Most Americans receive multiple direct mail packages every day. Attract attention with colored envelopes, intriguing folds, unusual shapes, and multidimensional elements. Use creative printing techniques like embossing, foil stamping, and die cuts, or try a special finish to add a tactile element to your piece. You can make paper feel like it is soft and rubbery with a soft touch coating or add a rough texture with a sandpaper UV coating. You can also make the type shiny and slightly raised with a UV spot varnish. Before you move forward with a direct mail design, see how it looks tucked in a pile of mail. Does it stand out? Does the offer catch your eye?
Highlight the Offer
If you read my previous blog on direct mail copy, you already know you need a great offer to generate a response. Make sure the offer is placed prominently on the outside of your direct mail piece where your customer will see it immediately. Include a picture of the product or other graphic elements to draw attention to the offer.
Make Your Message Easy to Understand
Infographics have become very popular in the last few years because they are effective and fun to read. Creative charts and graphs can convey your company’s personality and the benefits of your product or service at a glance. For ideas on how to create an infographic that enhances your message, check out this MakeUseOf.com blog.
Use Dark Text on a Light Background
When you use a light colored text on a dark background, the text appears smaller and can be more difficult to read. For body copy and long text blocks, use a dark colored type on a light background to ensure your reader can easily read and understand your message.
With a solid understanding of the Postal Service’s mailing requirements, strong copy, and a well-planned design, you have all the necessary parts to create an eye-catching direct mail campaign that fits your budget and your brand.