Now that custom direct mail is having its comeback days, here are some useful tips for creating your own great campaign.
1. Elevate Your Campaign Above Junk Mail
Ideally, you are offering recipients something of value. If you’ve targeted your audience by carefully analyzing the demographics and other important factors, chances are your mailer will be relevant to a large chunk of recipients.
Therefore, don’t waste all that hard work by resorting to using junk mail tactics to sell your offer. Stay away from the following:
- ALL CAPS
- bold font with italics
- too many exclamation points!!!!!
- cheesy phrases and cliches
- low-brow, insultingly silly captions on photos
- totally unbelievable claims
2. Pay Attention to Color
The great thing about a custom direct mail piece is that you can completely dictate the color choices.
You probably won’t want to go with black and white, unless you’re going for a vintage look. However, wise use of color is extremely important. Too much can have negative effects, too, such as costing more and creating a cluttered look to your mailer.
Choose colors that support the mood you’re trying to impart. For example, the color green signifies health and the environment.
3. Personalize Your Custom Direct Mail Message
If you’ve done the legwork for targeting the right audience with your mailer, then put that data to work by using it to personalize your campaign. You may add names in a number of different ways: in the text, on the art area, or addressing the mail directly to individual recipients instead of to “current resident”.
Different ways of personalizing your mailer come with different costs, and a good printer can work with you to show you the best options so don’t be afraid to ask.
4. Don’t Forget to Educate
It’s a myth that direct mail shouldn’t contain much text. If your headline and visuals are compelling, the reader will want information so don’t forget to include everything they need to know about your product or service and how to take the next step.
Ready to create your own custom direct mail campaign? Las Vegas Color Graphics is ready to help you get started for the new year.