The average businessperson sent and received 122 emails per day in 2016. This does not include the billions of spam emails sent daily. With this rate increasing every year, printed direct mail is now making a comeback since it has become an easier way to stand out from all the electronic clutter.
With electronic privacy concerns, consumers also see direct mail as a safer form of communication. Mail is also an especially good option because in April, postage rates are scheduled to go down for the first time in almost 100 years.
A direct mail piece has to impress customers in less than five seconds or they will throw it out. So before making a marketing investment, follow these design and targeting rules to increase the rate of success.
Postcards. Postcards are best targeted at prospects as an inexpensive way to get them interested in your company and reinforce your brand. They can also be used as a reminder for annual services or upcoming appointments. An effective design will always increase the number of prospects from the mailing. It should include a bold headline with a colorful graphic so the prospect immediately knows what the card is about. In the text, include the pain the company solves for the prospect and the call to action or offer. Don’t forget the company name, logo, website, address and phone number since this will add to the business’s credibility.
Flyers. It is critical to use high-grade paper. Before printing, get a sample from your printing expert to test if it will stand out when received in the mail. Get a professional copywriter to help with any promotional piece that is larger than a postcard. The flyer should be inside an envelope so it does not get destroyed in the mailing process. Consider the envelope design, color and copy as well.
Brochures. While brochures are more expensive, they can provide a more compelling story. Including a “personalized” sales letter can guarantee a higher response. Use running headlines that continue over the entire brochure so the prospect must unfold the direct mail piece to read the whole message.
The same direct mail campaign should be used at least six times in three months for proper brand reinforcement. A one-time mailing will not produce optimal success.
With this information, select an expert print partner like Staples to get it done on time and on budget. One of the easiest ways to do this is to use its Every Door Direct Mail program. Select the target delivery areas, choose the design, select print options and mail date, and submit the order. Your company won’t need any mailing permit, mailing list or experience. It’s the fastest and most effective way to go from desktop to mailbox.
Staples Business Advantage is the business-to-business division of Staples, Inc., which helps customers achieve greater cost savings on products and services like office supplies, technology, printing, promotional products, furniture and facility supplies –– all from one convenient place. With customized account support and best-in-class customer service, Staples Business Advantage serves organizations that range from 10 employees up to the Fortune 100. Learn more at StaplesAdvantage.com.
