As a business owner, you’ve likely spent hours on end trying to come up with the most eye catching, eloquently worded, stunningly beautiful direct mail campaign of all time. Am I right?
Whether you’re in the auto industry, real estate, travel, or hospitality. We’ve all been there. It can be super tricky to figure out the best way to market to your target audience. You want to be memorable. You want to draw your consumers into your story, you want them to look at your direct mail campaign and feel inspired and motivated to pick up their dang phone and give you a call! There are a million different ways to effectively do this.
Here’s Our Top 5
1. Know your visual identity.
Start looking through your own mail. You’re probably receiving direct mail advertising from other companies. Which campaigns are catching your attention? Which ones are going straight into the recycling? Start a list of what you’re drawn to. Pay attention to what you as a consumer appreciate and what you don’t.
2. Have a clear message
If the consumer looks at your direct mail campaign and walks away unable to tell you what the offer is, then your message is not simple enough. Don’t insult your prospects intelligence, but don’t make them do too much work either.
3. Color is king.
Think about it. Are you impressed by a black and white advertisement you see in the newspaper? Probably not. Use color wisely, stick to a less is more philosophy. It’s all about creating a narrative with your brand. Color is an excellent way to do this. Choose a color scheme and stick to it. That way, any time a consumer gets something in the mail from your company, their memory is triggered and they immediately know what company the mail piece is from.
Use this handy infographic as a guide:
4. Headlines on high.
The headline is one of the first things your eye will see. Make sure its strong and punchy. It should stop the consumer in their tracks so they will want to read the rest of the letter.
This example by hair stylist Caroline Henson is killer. There is a strong clear headline PLUS a really cool die cut design. Winning.
One the main advantages to direct mail campaigns, is the huge variety of formats available to choose from. Do you want to send a postcard? A brochure? a piece of 3-dimensional mail? Don’t be afraid to get creative. Mix it up. The more interesting or visually appealing the format, the harder it will be to forget.
Check out this super clever direct mail piece from S & Team, a wine company.
So there you have it! Direct mail campaigns can seem daunting to design. But put your self in the shoes of your target audience. Pay attention to these 5 key elements of an unforgettable campaign and your inbox will be full of leads!
What’s the most innovative or eye catching piece of direct mail you’ve ever received? Snap a photo of it and share in the comments below!