Generating ideas for your direct mail campaign designs can be difficult. One easy way to spark ideas is to pay attention to the direct mail that you receive both at home and at work. Save the pieces that caught your attention either in a good or a bad way, then analyze them to see what made you react. Compare the pieces to determine what prompted you to open or discard them. Now take that information and see how it can apply to your direct mail marketing for your business.
Here are a few questions to ask yourself:
- Were you drawn to (or put off by) the size, shape, color or feel of the mail piece?
- Did teaser copy catch your attention or arouse your curiosity?
- Was the mail piece addressed in a way that made you curious?
- Were you drawn to the marketer’s message or offer? How did they do that?
- Were the important points organized, clear, and compelling? How was this accomplished?
- Did the mail piece ask for the order or a response in a way that moved you to take action?
- How long did you spend reading the mail piece?
- Did it tie into any online component? If so, did it work well?
- How can any of the elements be used by you?
Direct mail is an outreach to consumers, donors, or businesses designed to generate a response: a donation, a request for further information, a purchase, or a visit to a website. Direct mail is effective because it can be targeted at a specific audience; it arouses interest; and its results can be measured. When done properly, direct mail marketing creates a relationship with an existing or potential customer.
When designing your mail piece are you taking all of these factors into consideration? Have you looked at your piece through the eyes of your recipient? Remember to address “what’s in it for me?” from their point of view.
If you have any questions please call us in San Diego at 619-448-6111 or email firstname.lastname@example.org. We are glad to help!