Get Noticed with Direct Mail

/, mail, Nonprofit, postage/Get Noticed with Direct Mail

Get Noticed with Direct Mail

describe the imageThe first thing that your direct mail needs to do is to get noticed in the mailbox. This can be a real challenge. Direct mail is a very effective tool when done correctly. Direct mail is not effective if recipients do not read it. You need to send mail to the people who will want it, so there is your list. You then need to design an appealing piece and you need to provide them with a good offer. So assuming that you are mailing to the right people, you now need a design to get noticed.

Here are five ways to get your direct mail campaign noticed:

  1. Use Color Envelopes: Color is inviting and not used often enough. Your envelope will get opened because it is unique. There are many standard colors available that do not drastically increase your costs. Keep in mind some colors are not USPS approved, so contact your mail service provider to make sure you stay within postal regulations.
  2. Use Stamps: Many direct mail pieces use indicias for postage. There is a stamp available for each postage class. You should not see a drastic increase in cost by using stamps. Stamps are seen as more personal and therefore more important.
  3. Variable Data Messaging: Target your message to the individual or to grouped personas using Variable Data. The better targeted the message the more likely they are to respond. This can be as simple as a tagline on an envelope or as complex as variable images and text.
  4. Size Can Matter: You can use up to a 6 x 10.5 self-mailer or a 6.125 x 11.5 postcard and still pay the lower letter size postage rate. Take advantage of that. Larger pieces get noticed. If you do not mind the postage cost increase, you can go even larger at a flat size postage rate. We can help you choose what will work best for you.
  5. Add Taglines That Catch The Eye: Get your recipients excited about what they are going to find in the envelope. You can use color ink to make the tagline pop and even change the angle. It’s okay to be funny if you can do so while keeping with your brand image and the theme of your marketing piece.

Remember to change only one thing at a time, so that when you are analyzing your results you will be able to see if the change you made has increased your response. Try testing your mail with A/B testing. This will give you the most accurate results and allow you to make adjustments with each campaign.