Best Practices for Creative Direct Mail Design
ective marketing includes the use of the right medium, message and design. If you want to ensure that your marketing message makes a strong impact on your audience, you will need to design your direct mail in a way that will make a successful impression on the recipients.
Direct mail design is all about keeping things as simple as possible for your audience to understand in terms of content and aesthetics. This is the only way that you can ensure that your recipient will remain engaged and might go through your entire letter rather than tossing it away.
So, if you’re looking to increase your ROI (Return on Investment) and amplify your chances of success, here are a few best practices for a creative direct mail design.
Visual design is all about branding your business or a specific product. Your brand isn’t just your logo but it also represents the entire personality of your business. The visual elements included in the design of your direct mail copy can make or break your entire direct mail campaign.
Here are some of the elements you need to pay attention to when designing your direct mail copy.
There’s a myriad of fonts available for you to choose. Therefore, you need to make this choice very wisely. You can choose a combination of a maximum of three fonts that represent your brand well. The most important thing is that the font should be simple and easy to understand.
Pick a color them that reflects your brand well. Make sure to incorporate the color of your brand logo into the copy to make an impact on your audience.
High Quality Images
Images used for print media are quite different from those that are used online. This is mainly because images lose their quality when printed. So, you need to ensure that you only use high-definition images in your direct mail copy.
Incorporate Digital World Icons
In today’s digital world, people rely on communicating through different icons, emojis, and other symbols as much as they do with words. This is why it is imperative for you to integrate certain digital elements into your direct mail so that it helps maintain the attention of your audience. Social brand logos, location pins, barcodes, word bubbles, and other digital symbols and touchpoints must be included in your direct mail to ensure its effectiveness.
The biggest benefit that direct mail offers is personalization. With accurate data lists that allow for proper target segmentation based on gender, age, geography, income, and other factors, direct mail truly is a highly customizable marketing medium. You can tailor your mail; the images, text, offer, and call-to-action exactly according to your target market, which will make the marketing message more relevant to them.
Include a Strong CTA
No marketing message is ever complete with a strong call-to-action. It is best to go all in when it comes to the CTA. This means you should feel free to include an arrow, bold font, a highlighted box, or any other element that you might think will encourage your prospect to take action.
Whether you plan to include your website, phone number, office address, or email address, you need to ensure that you don’t make your recipient scan too much through the copy to figure out how they can take their next step. Keep your CTA as simple and as prominent as possible.
Every business has a different idea of ‘creative’ when it comes to their direct mail design. However, there are a few basic best practices that all direct mail marketers should follow to ensure a successful campaign.