Getting the best results possible from your direct mail campaigns starts with getting the design right. If you’re unsure of where to start when it comes to designing your direct mailer, you aren’t alone. For those who are new to sending direct mail, the thought of designing your first postcard or letter might be especially intimidating because of factors like cost or graphic design skills. Fortunately, getting a grasp of the most important direct mail design tips is simple. Some of the most important direct mail design tips to keep in mind for your next campaign include:
Making Personalization a Priority
One of the biggest advantages of relying on direct automation platforms to conduct your direct mail campaigns is their ability to use fully variable printing to personalize direct mail. This particular feature allows users to personalize their direct mail using any of the contact information from the list you upload. The possibilities when it comes to how much personalization you can incorporate into your direct mail are endless, too.
Knowing the Difference Between CMYK and RBG Files
Making sure your artwork is the correct format is another crucial aspect of successfully designing your first direct mail campaign. If you don’t, the quality of your postcard might not be as high as you’d like for it to be. That’s why remembering that your artwork should be in CMYK format, instead of RGB is a must. RGB format is typically used for viewing images through a screen, while CMYK is the format that should be used for printing purposes. Using the correct files is essential in saving both time and money.
Including a Clear and Actionable Call to Action
Failing to clearly and quickly tell your audience what they should do upon receiving a postcard or letter from you is one of the biggest mistakes you could make. Without a clear, effective call to action, recipients of your postcard or letter will likely just throw it away. That’s especially true if it doesn’t contain an image or design that captivates recipients. Whether it’s an offer for a discount, an invitation to check out a new location or another type of offer, the importance of clearly stating the action you want your recipients to take can’t be overstated.
Incorporating an Adequate Amount of Whitespace
One of the challenges that comes with conducting an effective direct mail campaign is not overwhelming the recipients of your postcards or letters. By incorporating an adequate amount of whitespace into your postcard or letter, you help guide the eyes of your readers towards the most important information. If you fail to incorporate enough whitespace into your direct mail, you may fail to grab the attention of your recipients.
Using Images to Help Illustrate Your Message
We’re all familiar with the saying, “a photo is worth a thousand words.” As such, making sure that you choose the right photos for your postcards and letters is essential to the success of your direct mail campaign. That’s because pictures can be instrumental in helping your prospects understand your value proposition. Let’s say for example you’re working for a family dentistry sending postcards to nearby leads to remind them to get their annual teeth cleaning. In such a scenario, a photo with a multi-generational family smiling from ear to ear would be an ideal addition to a direct mail piece.
Don’t Overwhelm Readers
Including an adequate amount of information within your direct mail piece without going overboard can be quite a challenging balancing act. One of the keys to not overloading your readers with too much information is to establish a goal for your direct mail piece. For instance, if the goal of your postcard is to inform recipients of a new product or service you’re unveiling, you wouldn’t include information about staff additions, or upcoming sales. Making sure that your postcards are focused on getting readers to complete one specific action is essential to the success of your direct mail campaign.
Using The Appropriate Fonts
Overlooking even the smallest details when it comes to designing your direct mail campaign could lead to underwhelming results. One of the most important details for you to pay special attention to while designing your direct mail campaign is the font you use on the postcard or letter you send. Using the correct fonts is a must because if your readers can’t clearly read what you’ve sent them, then all the hard work you’ve put into your direct mail campaign goes to waste.
Integrate Your Digital Marketing Channels Using QR Codes
Another common mistake people make when it comes to designing their postcards or letters is failing to integrate their digital assets. Engaging your leads with an omnichannel marketing experience could be exactly what it takes to distinguish your brand from competitors. One of the best ways to incorporate digital assets into your direct mail campaigns is with a QR code. Think about how great of an experience you could create by allowing prospects who receive your postcard or letter to quickly scan a code with their smartphones to get to your website. Such a frictionless user experience has the potential to blow the minds of your audience.
Start Your First Direct Mail Campaign Today with Direct Mail Manager!
Getting your first direct mail campaign started is easier than you think when you rely on direct mail automation platforms like Direct Mail Manager. Not only is personalizing your direct mail simple, the process of getting started with sending mail couldn’t be easier since all you have to do is upload your mailing list which takes seconds. Your data is one of the best assets you have when it comes to reaching your target audience, and Direct Mail Manager helps you make the most of it with effective, trackable automated direct mail campaigns. To begin designing your first direct mail piece, sign up for a free Direct Mail Manager account today!