{"id":329,"date":"2019-05-01T10:26:04","date_gmt":"2019-05-01T17:26:04","guid":{"rendered":"https:\/\/www.zairmail.com\/blog\/?p=329"},"modified":"2021-10-18T10:01:08","modified_gmt":"2021-10-18T17:01:08","slug":"how-to-create-direct-mail-that-stands-out","status":"publish","type":"post","link":"https:\/\/www.zairmail.com\/blog\/index.php\/how-to-create-direct-mail-that-stands-out\/","title":{"rendered":"How to Create Direct Mail That Stands Out"},"content":{"rendered":"\n

How can you send mail that builds trust, delivers your intended message and grabs attention? Is there a formula for success when it comes to winning with direct mail marketing? We think so! Of course, there are other factors involved in a successful campaign, like mailing to the right target audience and having a product or service that is worth investing in. Assuming you\u2019ve got those things covered, how can you create mail that stands out?<\/strong><\/span><\/p>\n\n\n\n

Postcards That Punch<\/strong><\/span><\/h3>\n\n\n\n

You can be as creative as you like with a postcard design, but generally, you can pack a lot of punch into a postcard campaign. They are low-cost but can generate a high ROI due to their attention-grabbing capabilities. You can use these in between bigger sends; for example, if you post catalogs then postcards in-between catalog sends could keep customers interested. <\/span><\/p>\n\n\n\n

Personalization applies to postcards as well.  This can include the text, like the name of the recipient, and in some cases the image or offer used. If you\u2019re sending offers to previous customers this might include something different to what you would send to new potential customers. You can personalize many aspects of postcards.<\/span><\/p>\n\n\n\n

Be Bold<\/strong><\/span><\/h3>\n\n\n\n

We have already learned the formula for success is 70% list, 20% offer, and 10% creative.  So, if we have the right list and the right offer, how do we use a creative to grab attention and close the deal? <\/span><\/p>\n\n\n\n

Bold colors, bold images, bold words. Think bold if you want to be heard. It\u2019s no good sending out a piece of mail that looks like every other piece. So, forget what you already know about direct mail and re-define the space for yourself. The first rule to standing out is not to be afraid to stand out in the first place! This means no holding back during the creative process. <\/span><\/p>\n\n\n\n

To use a postcard as an example, think of it as a little (or little giant) billboard in the mail.  The advantage to a postcard is that you don\u2019t need an open to get an impression. The person receiving your postcard <\/span>will<\/span> see your message \u2013 we already know that.  So, make it stand out from the crowd. Use personalization, use color in unique ways, use an image that grabs attention and begs for a spot on the fridge. Now that is the gift that keeps on giving.<\/span><\/p>\n\n\n\n

Snap them Back<\/strong><\/span><\/h3>\n\n\n\n

Snap-packs stand out for a different reason to postcards. They look like official letters from places of authority. With a snap-pack, you have limited space to work with. You need to be direct and to the point.  Chatty just will not work with this format. It will look like an official document (PIN number, rebate, contest notification, \u2026) on the outside. You will probably want to continue with that theme on the inside \u2013 official: direct and to the point.<\/span><\/p>\n\n\n\n

You\u2019re almost guaranteed opens so you\u2019ve covered that first difficult step. Once opened, you need to generate a response through wording and content that still engages. Don\u2019t just connect, make the recipient take action.  We need an offer so compelling people have to respond. Make the offer so good that they will have regrets for weeks if they don\u2019t respond.<\/span><\/p>\n\n\n\n

Crystal Clear<\/strong><\/span><\/h3>\n\n\n\n

A message that is simple but absolutely crystal clear will win. Use headlines and subtitles when necessary. Bullet point to reduce wording (for example on postcards). Don\u2019t confuse the receiver in any way, use a strong call-to-action that is EASY to action. (take action on).<\/span><\/p>\n\n\n\n

Extreme Messages<\/strong><\/span><\/h3>\n\n\n\n

So even though your message needs to be crystal clear, that doesn\u2019t mean it can\u2019t be EXTREME! Extreme messages get attention. However, you must deliver on that message otherwise you lose trust and value. In the online world, it\u2019s known as \u2018click bait\u2019 and often extreme headlines or video titles do not deliver on their promises. This only annoys the receiver and as we said, breaks trust. An example of an extreme message could be the following: \u2018Change Your Life Today\u2019. If your product or service is genuinely life-changing, then this could work really well. If it would be underwhelming in reality, then you wouldn\u2019t go for this technique. <\/span><\/p>\n\n\n\n

Headings should be concrete, and benefit-oriented.<\/span><\/p>\n\n\n\n