You’d think direct mail has taken a backseat in today’s digital world. But on the contrary, it’s thriving. According to recent statistics, 25% of Americans prefer direct mail over any other advertising channel.
With everyone’s email getting more cluttered by the day, receiving something you can actually hold in your hands is a nice change. Flipping through a physical mailer feels special; more so when it’s tailored just for you.
That said, your piece might be one of the many that land in a mailbox. But how do you make it stand out?
The trick is to create a mailer so eye-catching that it doesn’t just get opened – it gets remembered.
Join the Digiprint team as we walk you through a few tried-and-tested direct mail tips.
Table of Content
Essential Elements of Eye-Catching Mailers
Creative Techniques to Enhance Your Mailers
Optimizing Your Mailer’s Form
Essential Elements of Eye-Catching Mailers
When you’re developing a creative direct mail campaign, the goal is clear: you have to make your mailers pop while still highlighting your core message. Here are a few elements that must feature in your layouts.
Punchy Colors and Smart Design
First up, let’s talk color. You need to pick colors that speak your brand’s language and stir up the right feelings. For example, red is generally associated with power and passion; green represents freshness, growth, and prosperity; and black signifies sophistication and mystery.
Keep your design clean. A busy mailer with too much information or an overload of graphics can turn off potential clients. Stick to simple, striking designs that guide the eye naturally from one element to the next. Also, use white space around your key messages to improve readability and focus.
Impactful Headlines
Your headline is arguably the most critical part of your mailer. It’s the first text your audience will read, and it sets the expectation for what’s to come.
Make sure your headline is sharp and to the point. It should quickly communicate the benefit of what you’re offering. A well-written headline focuses on solving a problem or fulfilling a desire, which encourages further reading.
To make your headlines even more compelling, use strong, action-oriented verbs that convey a sense of urgency or excitement. Phrases like “Unlock,” “Discover,” or “Transform” can motivate readers to take action.
Additionally, posing an intriguing question in your headline can engage the reader’s curiosity and draw them into the content. Choose relevant, thought-provoking questions, such as “Ready to Boost Your Savings by 50%?” or “Why Wait to Enjoy Retirement?”
Engaging Copy
Once your headline has done its job, your copy must hold up its end of the bargain. It’s where you keep the conversation going.
Your words should be easy to digest and feel like a friendly conversation; informative, but not stiff or overly formal. Break down your message into bite-sized pieces that lead smoothly into a clear call to action.
Bold CTAs
An impactful call to action (CTA) is a clear directive that tells the recipient exactly what to do next. Maybe you want them to visit a website, call a phone number, or redeem a coupon. Whatever the action, your CTA should be impossible to miss and straightforward to understand.
Use action-oriented language like “Call Now,” “Visit Today,” or “Redeem Your Coupon” to leave no room for ambiguity.
Place your CTA prominently on the mailer. Consider using a contrasting color or a bold font to ensure it catches the eye immediately.
High-Quality Images
Pictures in a direct mailer help tell your story at a glance. Depending on your message, you can pick quality stock images or commission a custom photoshoot. Either way, be sure to only use high-resolution photos – 1,200 DPI or more.
Align your images with your brand and the message you’re sending out. If you’re promoting a high-end product, go for images that exude luxury and elegance. If it’s a family-friendly service, pick warm, inviting photos.
Quick note: people love images that make them feel something — happiness, excitement, or trust. Choose visuals that evoke these emotions to make your mailer memorable.
Creative Techniques to Enhance Your Mailers
Designing a successful direct mail campaign starts with a deep dive into who your audience is. By getting a good grasp on their likes, dislikes, ages, genders, and buying behaviors, you can craft a piece that truly resonates with them.
Once you’ve completed your research, it’s time to bring some creative flair to your campaign. Here are some direct mail best practices to follow.
Incorporating Pop-Ups, Lift-the-Flaps, or Other Tactile Features
Who doesn’t love a good surprise? Incorporating playful elements like pop-ups and flaps can make your mailer more enjoyable and engaging. Your audience is likely to remember something that delighted them or even made them jump a little!
Including Perforated Coupons
Incorporate perforated sections that can be easily torn off and saved—be it for a special offer, a reminder, or a coupon. Besides adding an interactive twist, this tactic also gives your recipients a reason to hold onto your mailer a bit longer, or better yet, act immediately.
Using Variable Data Printing for Personalization
Thanks to the innovations of variable data printing, every mailer can feel like a one-on-one conversation. Customize each piece with the recipient’s name, tailored offers, or messages that resonate with their specific interests.
Doing this shows you care about who they are and what they like. It’s a great way to make your mailer feel less like a broadcast and more like a personal note.
Addressing Mailers by Name
To further personalize your mailers, address each recipient by name right on the envelope. While this might seem like a small detail, it immediately catches the recipient’s attention and sets a welcoming tone, increasing the chances of your mailer being opened.
Optimizing Your Mailer’s Form
Your mailer should feel great to hold and read. Here’s what to consider in this regard.
Exploring Unique Shapes
Why stick to rectangles when you can get creative? Make a lasting impact with die-cut shapes that align with your brand or message. Whether it’s a circular mailer for a new product launch or a house-shaped one for a real-estate service, unique direct mail pieces can be more intriguing.
Balancing Size with Mailing Costs
A larger mailer can stand out in a pile of standard-sized envelopes, but you need to consider the additional postage costs. Think strategically about how much you’re willing to invest in making that first impression.
Consult a direct mail printing and mailing services provider to better understand the costs.
Selecting the Right Paper
The tactile feel of your mailer is just as essential as its visual appeal. Premium paper feels sturdy and luxurious in the hands, suggesting that your message is valuable and worth keeping.
You might opt for a glossy finish to make vibrant images look even more shiny. Alternatively, a matte texture is perfect for brands looking to appear serious or professional.
Moreover, consider the weight of the paper. Heavier paper stocks can give your mailer a more substantial feel. Likewise, specialty papers with textures or finishes, such as linen or metallic, can also add an extra layer of interest to your mailer.
Investing in High-Quality Printing
Blurry images and fuzzy text can undermine even the best design, leading recipients to question the quality of your brand.
To avoid this, work with a reputable printing service in Reno NV that uses state-of-the-art printing technology. Modern printing techniques offer high-resolution outputs that capture every detail of your design, from the smallest text to the most intricate images.
High-quality printing also means better durability. Your mailers will withstand the rigors of postal handling and arrive looking as good as when they were printed.
The Bottom Line
Creative mailers do more than just inform; they delight, engage, and inspire action. By combining imaginative design with marketing, you can create direct mail pieces that drive results.
Measure the success of your campaigns and continuously refine your approach. This way, you’ll have no trouble staying ahead in the competitive world of direct mail marketing.
At Digiprint, we offer comprehensive direct mail services to businesses in the Reno/Tahoe area.
With over 30 years of experience, a team of expert in-house graphic designers, and advanced printing presses, we can ensure your campaigns are as impactful as they can get. Contact us today to get start.
