Better Direct Mail Marketing Tips for Retailers

Compliments of PMInet.com
 

10 Design Tips to Boost Response

 
The game in direct mail marketing is still response. So, do not sweat the postal increases- just boost your response. Consider the following design tips:

1. Get 'em involved. Guaranteed to improve response. Use stickers, scratch off areas, anything that makes the mailer interactive. If there is a drawing, make sure you have a "second chance" drawing, and use these leads to build your database

2. Try a new look. Before you gut the copy on your tired old mailer, try a design change. It could be all it needs is a face lift, not a complete makeover. Try a new envelope first.

3. What's in a name? Everything. If it is possible, personalize your mailer by incorporating the addressee s name. Everybody loves to see their name, but be judicious- using someone’s name every other word starts to look like one of those sweepstakes letters.

4. Keep 'em awake. Sameness is boring. If you send out a consistently timed mailer, (which, by the way, is an excellent way to build recognition) don't send out the same mailer month after month. But wait... don't change it too much, either. Try changing the ink colors. That may be enough to break up the monotony. Another idea is to make your mailer seasonal with appropriate colors for seasons.

Better Direct Mail Marketing Tips for Retailers
 

10 Design Tips to Boost Response
The game in direct marketing is still response. So, do not sweat the postal increases- just boost your response. Consider the following design tips:

1. Get 'em involved. Guaranteed to improve response. Use stickers, scratch off areas, anything that makes the mailer interactive. If there is a drawing, make sure you have a "second chance" drawing, and use these leads to build your database

2. Try a new look. Before you gut the copy on your tired old mailer, try a design change. It could be all it needs is a face lift, not a complete makeover. Try a new envelope first.

3. What's in a name? Everything. If it is possible, personalize your mailer by incorporating the addressee s name. Everybody loves to see their name, but be judicious- using someone’s name every other word starts to look like one of those sweepstakes letters.

4. Keep 'em awake. Sameness is boring. If you send out a consistently timed mailer, (which, by the way, is an excellent way to build recognition) don't send out the same mailer month after month. But wait... don't change it too much, either. Try changing the ink colors. That may be enough to break up the monotony. Another idea is to make your mailer seasonal with appropriate colors for seasons.

5. Ugly wins. If you have a choice of being homely or cute, stick to homely. You will appear more sincere. Remember- plain is better than flashy.

6. Colors of response. Warm colors get hot response. Cold colors get cold response. Try bright colors on order cards- red, for example.

7. Put the product in their hands. If your product is visual, try some of the following:
 Make the photos as big as possible.
 Crop the pictures as tight as possible. People will mentally fill in the gaps, and it makes the picture more dynamic.
 Show the product actual size (if possible).
8. Prizes really work! When you offer a list of prizes- trips, cars, TVs-that customers can win if they come in, people will come. Try a "Lotto" style card that guarantees they will win something, or a card they have to match at your store.

9. The personal touch. Highlight areas of importance with a personal message. Be careful not to overuse.

10. Avoid a flat look. Create dimension in your mailer. Add drop shadows, vary type weights, use screen tints or faux textures (scanned textures), etc.