DIRECT MAIL

THROW AWAY THE EXPECTEDA guide to keeping your direct mail out of the junk pile

DIRECT MAIL

TRASH. We all get direct mail. Most of us throw it in the garbage without thinking twice. To get the most of your direct mail budget, throw away the expected ideas and grab ahold of something new and different.

Get it noticed. Make it relevant. And follow it up.

DIRECT MAIL

SIZE MATTERS. Are you standing out in the pile? Or do you merely fit in?

It’s not just about being larger, it’s about being unique. So while an 8.5 x 5.5 card will have you standing out against envelopes, a unique size like 4.5 x 11 will have you grabbing the most attention.

DIRECT MAIL

SHIP SHAPE. Push the envelope with die-cuts or unique folds. Better yet, ditch it for something dimensional.

Companies that employ unique formats see response rates 3x higher than traditional mail on average.*

*Source: www.structuralgraphics.com/resources/articles/the-proof-is-in-the-results

DIRECT MAIL

FEEL IT. Sometimes a heavyweight paper, varnish, or texture gives your direct mail the right touch that can’t be ignored.

Adding texture to a mail piece increased sales by 150% for one telecom company.*

*Source: Canada Post, “Acquisition Campaign Uses 3D Direct Mail Piece to Attract New Customers,” 2014.

DIRECT MAIL

WHITE SPACE. You don’t need to fill every inch of your mailer with big words and overcomplicated designs. Sometimes a little quietness speaks volumes.

DIRECT MAIL

BE CLEVER. Disguise it as something your audience can use, like a calendar, fridge magnet, grocery bag, or a keychain.

Anything other than junk mail.

DIRECT MAIL

PERSONALIZE IT. With the right data, you can personalize a direct mail piece, incorporating a recipient’s name, location, and customized messages or images. You can even lead the reader to their own personalized URL (pURL).

It’s a great way to make it more relevant and increase your chance for success.

DIRECT MAIL

MAKE IT LUMPY. Mailers with a dimensional object inside have to be stacked on the top of the mail pile. Use a raised object or small keepsake and you’ll raise the interest level of your recipient — who’s likely to open it.

DIRECT MAIL

TRY BEING FUNNY. Seriously. A hearty laugh beats a condescending sales pitch any day. Everyone likes a brand who can pull it off.

DIRECT MAIL

FOLD IT. AGAIN. Go beyond the basic types of folds (gate, roll, and accordion) and create something unique and engaging.

It’ll not only increase the level of interest, but it’ll increase your level of success.

DIRECT MAIL

RELEVANT. Can you solve the audience’s problem? Make them an offer they can’t refuse? Educate them? Spend time figuring out the right words to say before you spend any money saying it.

And spend less time focusing on your business offerings and more time focusing on your customers’ needs.

DIRECT MAIL

CALL TO ACTION. Make it super easy for them to respond. Direct mail should direct your audience somewhere — a landing page. A personalized URL. A phone number. A business reply card.

DIRECT MAIL

MORTISE-N-TENON.COM Now, are you ready to build up your direct mail prowess along with the rest of your advertising? Sign up to receive more guides like this one.