Direct Mail Design Tips
This guide is designed to give our readers a comprehensive overview of direct mail as an advertising medium and how it can be used by businesses to maximize their company's profit potential. In it we outline what direct mail marketing is, how to successfully deploy mail as part of an integrated marketing campaign, and what the future holds for direct mail and marketing as a whole.
Marketing and advertising is one of the oldest institutions in the world and, without it, the world would be entirely different place. Direct mail is one of the most integral pieces in the wider marketing puzzle and is seeing a renaissance of relevance and effectiveness in an otherwise increasingly digital world.
If you're unsure, proof of the importance of direct mail marketing to the advertising world is in the millions of dollars spent each year on direct mail campaigns and moving forward, advertising budgets are only expected to increase as brands see positive results of modern direct mail technology in their marketing mix.
For any marketer looking to maximize his efforts in 2016, this guide will hopefully serve as the a resource for seeing his campaigns exceed expectations and realize the full potential of what is one of the most valuable and relevant forms of marketing currently in existence.
The world of direct mail is ever-evolving. New advances, innovations, and technologies inevitably emerge each year that typically enhance the effectiveness of direct mail marketing campaigns. However, these innovations can sometimes give rise to new challenges for marketers and understanding how to overcome these will be imperative in 2016.
2016 is sure to be another impressive year for direct mail and there's no doubting it will remain one of the most pivotal cogs in any company's marketing machine but it is important to be aware of potential obstacles and challenges marketers face in the world of direct mail because "forewarned is forearmed," as they say.
How personalized are your direct mail postcards? The more closely your postcards match the needs and interests of their recipients, the higher your campaign's total response rate will be.
Many businesses use a one-size-fits-all marketing approach that focuses far more on quantity than quality. Their direct mail postcards are largely impersonal, with little distinguishing one recipient's postcard from the next.
There are two common objections to including variable data such as a recipient's name on direct mail postcards. The first is that it's expensive. The second is that it's extremely work intensive and time consuming.
Luckily, there's a way to personalize your postcards without having to spend more – either in time or cash – to launch your campaign. The solution is variable data print, which allows you to quickly and easily add custom information to your postcards.
Using postcards in your direct mail marketing campaign is an effective tool to get a message across to specific people you are targeting. While visuals are necessary for branding and setting the stage, your messaging is what tells the story and may or may not get your audience to act. Here are some quick tips to be sure your message is strong and inspiring.
Getting the word out about a new location or a grand opening is key to business success. Marketing campaigns like these benefit most from messages that are relevant, timely, and convenient to the audience. One way to ensure your message gets to the right people is through direct mail marketing.
From the fast food industry’s addiction to red and yellow to the finance industry’s obsession with blue, different industries – and different brands – often use similar colors in their marketing.
This isn’t a coincidence. Extensive psychological research reveals that people feel different emotions from each color, and that these emotions affect the action that people take after coming into contact with an advertisement or logo.
Just like McDonald’s and KFC use colors like red and yellow to stand out during the daytime and encourage fast, immediate action, you can use specific colors as part of your small business’s direct mail campaign to increase your response rate.
Do you know which colors best match your business? Read on to learn how eight of the most frequently used colors in marketing affect your audience and can inspire your direct mail campaign’s recipients to take action.
If your direct mail piece fails to capture the reader’s attention, it will fail in all other regards, too. No matter how great your copy might be, it will have no effect if readers don’t make it far enough into your postcard to read it.
So how do you make readers pay attention?
Is your direct mail postcard as effective as it could be? One of the biggest problems many marketers face is optimization. If your postcard already produces profits and drives responses, what reason is there to optimize further?
Optimization is what separates good campaigns from great ones. A careful process of optimization can double, triple or quadruple your campaign’s response rate and result in a massive increase in your return on investment.
That is, if you optimize at all. Far too many marketers, content with any degree of profitability, start expanding their campaign as soon as it’s in the black, leaving an incredible amount of extra potential sales still on the table.
Learn how you can test your direct mail postcard’s key elements – from headlines to calls to action – to increase your response rate and generate an improved return on investment from your marketing budget.
Was your most recent direct mail campaign a success? While many marketers and business owners understand the ins and outs of direct mail, a large number make a common mistake: failing to establish goals for their campaign before launching it.
Clear, measurable goals can be the difference between launching a successful direct mail campaign that you can optimize and expand in the future, and a campaign that, despite generating a profit, gives you little to no actionable information.
Discover the importance of setting measurable, objective goals for your direct mail campaign before you start. We’ll also share a simple goal setting framework that you can use to set effective goals for your next campaign.
Marketing is all about choices. Every campaign involves selecting one message over another, choosing one design out of several concepts, and choosing one audience to market to over another.
One of the biggest choices many direct marketers have to make today is between an older, more traditional marketing channel – direct mail – and its newer and cheaper alternative, email.
In the choice between direct mail and email, the diplomatic answer – that both email and direct mail are great channels, when used properly – is the correct one. Each has its own advantages and disadvantages, and each can lead to a successful campaign.
That’s the short answer – the real answer is significantly more detailed. We dug into the advantages and disadvantages of both email and direct mail to help you find out which is the most effective direct marketing channel for your business.