Direct Mail Design Tips
Personalize
- Avoid anything that looks like "mass mailing".
- Choose attractive fonts for the address block.
- Use variable data printing (VDP) of text and images.
- Use colors and papers which look different than a plain white envelope.
- Use a size that will stand out.
- Consider using stamps instead of a postage paid indicia.
- Target selected prospects with First Class Mail.
Incentivize
- Reward them for looking.
- Clearly define the benefit.
- Make it timely and relevant
Create Urgency
- State a deadline or date range so they act or loose the advantage.
- Set PURL expiration date.
Provide Information
- Are the benefits clearly stated?
- What has changed to make this different?
- Consider customer testimonials.
Target Market
- Start a list of your current customers
- Select prospects that mirror your current customers
- Target income, demographics, geographic areas.
Be Persistent and Patient
- Repetition leads to success.
- Mail every 6 to 8 weeks.
- On average it takes 10 to 14 attempts before a sale is made