Designing a Powerful Direct Mail Piece

Direct mail marketing takes your business’s advertising directly into the home of your target consumer audience. Direct mail pieces can be used to boost sales by attracting new customers and keeping old customers in the now. They may also be used to convey special offers to your new or existing customers. Research shows that men and women, while attracted to different topics, are likely to read direct mail advertisements, but only if you are able to catch their attention and persuade readers to go further. Here are some tips for designing a powerful direct mail piece.

The number one concern a business should have when it comes to direct mailers is the appearance. Whether you are using a flyer, booklet or brochure printing format, no one will read your design if you are not able to capture the attention of your audience. Keep the look of your direct mail piece consistent with your store look and that of your other print advertising materials.

The paper stock used in your brochure, flyer, or booklet printing direct mail piece is another factor that influences both the readability and the attractiveness of your project. A direct mail ad should feel like a high quality piece of information. Consumers may immediately drop your it in the garbage if the feel of your booklet or postcard is of low quality, suggesting a company that puts cost above quality service.

When using a brochure, flyer, or booklet printing for a direct mail piece, you should be sure to take advantage of the branding you have already established. Create new pieces to be as consistent as possible with previous materials in general appearance, color, logo, etc. Some businesses will have differing product lines for different markets. Be sure to take this into consideration when planning your mailing design and distribution.

Preparing your direct mail piece for distribution is a big step. Whether you are using brochures, flyers, or booklet printing, you will need to make sure that your designs are printed by a reputable printer who produces crisp, clear images every time. Check around with different printers until you find one that produces the quality you need at the right value.