The key to a direct mail piece is to get your target audience’s attention. Whether you are sending a marketing piece, financial statement, invitation, or other communication it essential that the piece is noticed when it is collected from the mail box. To be effective, direct mail needs to stand out from the “junk mail” and get the attention of the target audience. Below are some tips to make sure your direct mail piece gets noticed.
Size does matter: If you are sending a postcard, send a large postcards. The most effect sized post cards are 9”x6” or 8.5”x5.5”. These larger sizes do not cost much more to mail, but really stick out in the mail. They also allow for more room for messaging, and provide enough space so your message is clear and highly visible
Taglines: Including a tagline in a letter helps ensure that it gets opened. Taglines are short messages that are printed directly on the envelope. They should grab the target’s attention but leave enough mystery so that the envelope is opened. Additionally using different color envelopes or branding envelopes will help them stand out in the mail.
Self-mailers: Self-mailers are great ways to add draw the attention of the recipient while still being able to provide sufficient information.
Personalization: adding personalization, whether it is in a tagline on an envelope or directly on the piece will dramatically increase response rates. With variable data printing you have the ability to print personalized information throughout your mailing.
Clear messaging: Clear concise messaging on the portion of the piece that the recipient will see is essential. Similarly to an elevator pitch you will only have a few seconds to get the respondents attention. Make sure your pitch is clear, easy to read, relevant, and enticing.
Target Audience: Selecting the right demographic and audience to send your direct mail piece to is essential. If you target the right group, your message should speak directly to the recipient and your message will be more relevant and peak their interest.
Whatever you decide be sure that your piece gets noticed, opened, and read. You will have just a few seconds while someone is looking through their mail to grab their attention, make sure you take full advantage.