10 Elements Every Direct Mail Piece Should Have
Joe Niewierski
Don’t want your direct mail to end up in the trash with the
rest of the unread mail? Studies show an effective direct mail
campaign should draw a .5 to 1 percent response. These 10 tips
will help you get the results you want:
1. A clear, bold headline. On the envelope or front of the
mailer there should be one central message. The best way to
achieve that is with a bold, clear headline that’s not
cluttered up with other text. A good guideline is to have the
headline fill up at least 15% of the front of the mailer.
2. A graphic that supports the message. The graphic should be
easy to understand and add to the message the headline is
trying to convey. For instance, if you are trying to get people
to list their home you would want to show a home with a SOLD
sign clearly visible out front. That graphic reinforces the
message more than a simple picture of a home.
3. Color that pops. Make the headline and other text stand out
by using a color that stands out from the background color.
When you look at the card, ask yourself, "What do I see first?"
If your answer isn't the headline, you might want to tweak the
colors.
4. Subheads that lead into text. If you have a couple of
paragraphs of text with no lead in, there’s nothing to entice
people to actually read the copy. A subhead will give people a
place to start reading. If you have only a 100 words or so you
may be able to get away with it, but if the text gets any
longer than that the average reader will want to have some
guideposts along the way.
5. Benefits, benefits, benefits. One of the biggest errors
people make in advertising is stating features, rather than
benefits. For example, never assume recipients know what
benefit can be derived from a lower interest rate on their
mortgage. Let them know how their monthly payments will go
down.
6. The offer. An offer is always a good idea and should
represent a specific reason to call now, such as “Limited
supply” or “Interest rates are climbing.”
7. Your company name and logo. Although this needs to be on the
mailer, it shouldn’t overshadow the offer. Customers care most
about what you can do for them.
8. Call to action. Tell prospects exactly what you want them to
do. “Call today for more information” or “See us online” are two
of the most common desired actions.
9. Contact information. Provide your name, phone number, and
Web address directly following the call to action. Whatever you
ask prospects to do, give them the means to do it easily.
10. Return address. A return address ensures you’ll get
returned mail from the post office and sends a message that
you’re an established professional. People feel better knowing
the company they’re dealing with has an actual location.
About The Author: Joe Niewierski, VP Marketing at
PostcardMania, became a published writer after graduating with
a BA in Advertising from USF. Joy Gendusa founded PostcardMania
in 1998; her only assets a computer and a phone. By 2004 the
company did $9 million in sales and employed over 60 persons.
For more free marketing advice, visit
http://www.postcardmania.com
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