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TANGIBLE TRENDS: HOW TO ‘WOW’ WITH DIRECT MAIL
There’s no denying that we live in a digital world; maybe that’s why there’s still something so unique about receiving snail mail. Sure, mail doesn’t have all of the functionality that a website can provide, or an email—but it does provide a refreshing marketing approach that has stood the test of time.
Check out these tips to make sure your direct mail piece gets noticed and, more importantly, acted on.
A Pop of Color
First impressions are everything. It’s a fact that our eyes are drawn to the unusual. Normal envelopes come in white, but your direct mail piece can be any color under the rainbow. If it sticks out, it has a better chance of being picked up and examined.
But be warned—you should pick your colors with a purpose. Don’t simply choose the most obnoxious color because you can. Pick a color that makes sense, yet also stands out from the crowd.
Not Your Average Size
The wonderful thing about direct mail pieces are that they can come in all different shapes and sizes. Sure, you can send out a normal-sized postcard. There’s a time and place for beautifully executed and timeless mail pieces. But if you’re going for a wow-factor, try a size that sticks out from the rest of the mail, or a cutout shape that makes sense.
Added bonus—if your direct mail piece can double as something with functionality, like a magnet, it’ll have added staying power. That’s just one idea. Be creative!
Copy Tips and Tricks
In the fast-paced world we live in, people don’t take the time to read long blocks of text. That’s why your direct mail piece should use the least amount of words as possible to convey your information. You can always add a URL to get people from your direct mail piece to a page on your website that has more information.
Always include a next-step for your audience somewhere on the direct mail piece. Tell them exactly where to go to make the next-steps happen. Think of your direct mail as a vessel to get your audience to your desired next-step.
Things to Note
Direct mail does cost money to create, print and mail. As with every marketing effort, you should make sure that the return on investment is worth it. Simply put, if you think the direct mail piece will get you more business or provide more worth than it costs to create, keep moving full-steam ahead.