Whether you’re sending a postcard or a different type of direct mail piece, remember, white space is your friend. Overcrowding the design with too many images and lots of text can make it hard to read, subsequently overwhelming and confusing the audience. Choose carefully when personalizing to avoid the “big brother” perception that could turn prospects off.Ī big mistake marketers make when creating their direct mail design is simply trying to fit too much into a relatively small space. When did they last buy from you? What is their birthday? Are they married? Do they have children? All of these circumstances can be incorporated into variable graphics and text to help fully customize the message and design. Think about what you know about your audience. With rapid advancements in technology, marketers can now economically use variable-data-printing to personalize their design and copy to their target recipients.
Is it savings, security, family, or something else? Inject elements that will further appeal to the recipients’ emotions by showing them throughout your direct mail’s design and copy how your product or service can make their lives better. Therefore, when creating your next campaign’s direct mail design, think about who will be reading the mailer and what is important to that group of people. Studies show that direct mail inherently elicits a stronger and more emotional response than other marketing mediums. Let’s explore some of the most effective direct mail design best practices to help you achieve maximum returns. And, because four out of 10 of those who read their mail look forward to the activity, there is a higher likelihood that direct mail will capture the recipients’ attention and make a strong impact.īut sending an effective piece of direct mail starts with best practices, specifically when it comes to the design. Postal Service, 81% of people sort through and read their mail every day, whereas only 20% of emails get opened. Your prospects engage with direct mail differently than other marketing mediums.
When it comes to the components of your overall marketing strategy, it’s crucial to understand and employ design best practices for each medium to maximize your returns-and direct mail is no exception. A strategically-designed direct mail campaign will give you the best chance of standing out from your competitors and position you for success
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