A picture is worth a thousand words, right? Imagine what your next direct mail campaign can say with the right image!
Choosing direct mail images is one of the most important steps in your campaign. You want your image to communicate the right message to your recipients. But at the same time, you don’t want it to distract from your intentions.
It’s a tricky line to tread, but this guide on direct mail images can help you select the best choice for your upcoming campaign and add impact to your message.
Do I Need Direct Mail Images?
Think back to the last time you received some form of marketing message in your mailbox. Did it have an image? Did it use color to grab your attention? Did it offer some sort of visual aesthetic other than a plain envelope and paper?
Almost always, the answers to these questions are yes. There’s a reason for this.
Images are a critical component of your direct mail campaign. They’re usually the first thing people see, even before they read your text. They help to set the tone and expectation for the rest of the content in your mailer.
That’s why it’s essential to choose an image that conveys the right message. Your reader may decide based on image alone if the rest of the content is worth their time. The last thing you want to do is mislead them or fail to create excitement about your mailer to the point where they’ll toss it before reading it.
The Best Direct Mail Images and Why They Work Well
Let’s look at some of the best options for direct mail images and what makes them so effective:
In case you’re not familiar with the term, macro photography is the practice of photographing small images and producing them in larger-than-life proportions. For example, an image of a bug or coffee bean might be blown up to several times its size.
These extreme close-ups are effective because they disrupt the normal expectations. They offer a finer level of detail than regular images of the same subject offer, which many people find intriguing. It also provides a different perspective on a common object.
The goal here is to provide them with a visually appealing image they’ll want to look at for longer than a second. This gives your mailer a strong chance of being read or held onto.
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The right macro images can also add texture and dimension to your mailer. For example, this mailer for a coffee shop uses a macro photo of coffee beans. Look closely and you can almost feel the smooth texture and the smell the strong aroma of the beans. It’s so powerful you almost feel like you’re in the coffee shop itself.
The more you can stimulate the senses with your direct mail images, the better chance you have of a positive outcome.
Famous or Local Landmarks
Landmarks that people will likely be familiar are hard to ignore: The Eiffel Tower and Arc de Triomphe of Paris. The Coliseum in Rome. The Pyramids in Egypt. Your local town square or city skyline.
If you’re trying to build up a local audience, it’s usually best to use direct mail images that incorporate local flavor in your mailing. It’s a good indicator that you’re a local business trying to serve and connect with a local audience. It also adds a layer of personalization that national brands tend to miss.
Using nationally or universally recognized images can also be effective marketing tools. It catches the recipient’s attention and brings them into your message. As long as the image makes sense to your mailing and brand, these images can give your mailing a push in the right direction.
If you’re looking to break away from stock photos in favor of something original, hire an artist to create hand-drawn illustrations just for you. Hand-drawn images are thriving in the era of explainer videos and hand lettering. People find them attractive, plus you can rest assured that no other mailer will be able to look like yours.
Just make sure you’re not using these direct mail images simply for the sake of being creative. Your image still needs to support your brand and message. Otherwise, it will fail to create the impact you expect.
If you have a brick and mortar presence in the area where you’re mailing, consider making a map to your business your defining image. Not only does a map catch the eye, it also adds value to your message by helping recipients find you in person.
This is a great tool for new businesses or businesses that have moved. People who might not know you’ve moved into the area will have no trouble finding you with a custom map.
Sometimes, the background of your mailer can serve as an eye-grabbing image. Wood-grained textures, in particular, have grown in popularity in recent years, adding an element of surprise to the mailer that breaks up the norm. Of course, you can use whatever textures you wish, but the most effective ones are those that can be “felt” with the eyes.
Infographics aren’t just effective online – they can also be useful in direct mail! Infographics take complex or information-heavy topics and transform them into easy to understand visuals.
For example, a solar panel company might use an infographic to illustrate how solar panels work and how much money they save homeowners.
Make Your Images Pop!
It’s not enough to choose a nice-looking direct mail image. You also need to make sure the image is high quality so that it looks just as good in print as it does on your computer screen. Otherwise, your image won’t do the job you need it to do.
Partner with Las Vegas Color Graphics to make your direct mail images pop! Our team has decades of experience in direct mail campaigns and can help you source or design high-quality images that complement your message.
Reach out today for a quote or to explore your printing options.