Tips for Creating Trustworthy Direct Mail Pieces

In today's oversaturated digital landscape, direct mail is a great way to market a product or service, especially if it's targeted, has a clear message and speaks directly to a need or problem your customer has.
Because
your target audience likely gets plenty of direct mail, you want to make yours
trustworthy, because people buy from companies they trust. That means not
wasting your reader's time and providing value.
Here
are some direct mail marketing tips you can follow:
- Know
your audience.
This is paramount to any marketing piece. In direct mail,
it means honing your list and knowing what your reader's problems and
concerns are before you even get started.
- Make it
visually appealing.
Readers trust mail that looks professional. If it's
not visually appealing, it's likely to be viewed as junk mail. Make sure
the piece fits your company's image and includes your logos, and that it
represents the image you want to convey. Also, make your font readable.
It's okay to break out of the mold a bit with your type, but don't
frustrate your reader by making it difficult to read.
- Give it
some value.
A mailer may have value to the reader because it includes a
special promotional offer or provides valuable information. Make sure your
direct mail does at least that.
You might also consider making the
direct mail piece itself useful, as in the case of Red Paper Plane's
Pop Up Mailers, which turn into a keepsake object. Red
Paper Plane
also offers a variety of Promotional Well Boxes that can hold product samples, gifts
and more.
Remember, too, that directing your audience to
an online experience can also be valuable. Consider Red Paper Plane's
Web Key Brochures or even Virtual Reality Viewers.
- Use it
sparingly.
Send too many direct mail pieces, just like too many emails,
and you devalue your brand. Use targeted direct mail to get specific
messages across. Keep in touch with your audience, but make sure you're
not bombarding them with mail.
- Personalize
it.
Enhance your reader's trust by using his or her name − correctly
spelled, by the way − in the address and perhaps in the direct mail piece
itself. Integrating a specific name into your artwork is an option, though
it can prove costly, so weigh the benefits carefully.
- Make it
stand out.
Consumers and businesses receive hundreds of letters and post
cards. Perhaps it's time to create something a little different to make
your company stand out from the crowd.
Consider Red Paper Plane's Pop Up Mailers or Desktoppers. If you have a bigger budget and/or a
more complex message, a
Video Mailer might be the way to go. Need to direct
your reader to an online experience? Try Red Paper Plane's
Virtual Reality Viewers.
- Have a
clear call to action. Don't make your reader guess what you want. Ask for
it! Invite the reader to visit a website, check out a Virtual Reality
experience, or have them give you a call or a visit.
Do
you have questions about your direct mail project? Please feel free to contact
Red Paper Plane at
860-469-3200 anytime.
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Sources:
Mediaspace:
http://www.mediaspacesolutions.com/blog/7-ways-to-...
Target
Marketing:
https://www.targetmarketingmag.com/post/is-your-di...
Entrepreneur: https://www.entrepreneur.com/article/79016