Direct mail is not always an easy marketing channel to do right the first time. It takes persistence and perseverance to get the results you want. Angela Duckworth has written a book called Grit The Power of Passion and Perseverance. This book has many great take a ways for how we can improve our lives, but it is also very applicable to good direct mail marketing. Grit means committing to make things better, not waiting to see if it gets better. Grit takes control of a situation and makes things happen.
So what do I mean by memorable direct mail and why should your direct mail be memorable? By memorable I mean direct mail that really resonates or makes an impression on your prospects and customers. When this happens they are more likely to respond to your offer. After your first hurdle of grabbing attention so that your mail piece does not end up in the trash, your next hurdle is drawing them into your messaging. This is where the memorable part takes place.
In order to be as effective as possible your direct mail needs to be compelling. There are several factors involved with this. You need to send to a list of people who will be interested in your product or service, targeting to well qualified people will make your offer more compelling to them. You need a good relevant offer and finally you need a good attention getting design. For now let’s assume you have a good list so that we can focus on your design and your messaging.
Since I work in the direct mail world I really keep an eye on my mail box. It’s good to know who is sending what and how I can make that work better for someone else. Too much of the mail I am getting in my mail box is too crowded with text and images. Why are we afraid of blank space on our direct mail? I am overwhelmed and I am willing to be that most people are. Yes you need both images and text, but when you fully cover a large mailer front and back it turns into just noise and noise goes in the trash. So how can we get our message across while using blank space to our advantage?