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Direct Mail Campaign: 4 Ways You Can Grab The Attention Of Potential Customers

by Barry Graves

Digital advertising continues to grow in popularity; however, there is nothing like reading something on paper. Being able to touch something, it triggers something in the brain and allows a far deeper level of engagement. For that reason, direct mail pieces are still very effective in today's marketing world. Sure, mailboxes aren't nearly as cluttered with them as they once were a decade ago, but they can still prove to be effective for your brand if you create a solid plan. As soon as you have created the terms of your offer, here are a few ways you can ensure that you lure the reader in.

Be Quick

It isn't just kids—people have a very short attention span, so you have less than 10 seconds to grab someone's attention. Therefore, your message and graphics are crucial. In order to gain a potential customer's attention, you must use unique images, bright colors, and larger mailing pieces. Your main headline needs to be in an easy-to-read and large font that will generate interest.

Add Graphics

Images should always be used to help convey your main message. The brain tends to process images faster than text. Select unique images that generate interest. Standard stock images aren't interesting, so you will need to get creative. You don't want to get too crazy and completely fill up your mailer with images, but a good rule of thumb, depending on the format and what you're trying to sell, is two or three images.

Keep It Simple

A direct mailer that has easy-to-understand text and copy that doesn't overwhelm the space is what will work best. You need to ensure that the ones receiving the mailer will be able to understand what you are trying to sell and why they essentially need it. If there is too much text on the mailer, it will distract them and cause them to not read it. You can opt to use bullet points to highlight the benefits of your product or service, which will help them stand out—but keep the list to three or four bullets.

Be Unique

It is always a good idea to figure out a way to get your direct mailing piece to stand out. There are multiple ways you can do this, and it may depend on your particular brand. You may want to use die-cut shapes, add a scent to your piece, add a sound bite, or utilize special folds. The options are endless; you just have to get creative.

For more information, reach out to a firm that deals with direct mail marketing