Inbound Marketing Blog

Commercial Printing

Tyler Scott

Jan 6, 2017

3 minute read

Small Business: Create Direct Mail That Captures Attention

direct_mail_photo_1-resized-600.jpegDirect mail continues to be one of the most powerful ways to reach potential customers. Although social media has revolutionized marketing over the last decade or so, direct mail continues to be extremely relevant. In fact, ignoring direct mail could turn out to be a costly mistake. To make sure that your direct mail does not get thrown out, it is important to use creative direct mail ideas to send your customers something that is personalized, targeted, and relevant to them. Here are 5 great ideas to help you do just that.

 

Use Hand-Stamped Mail

Direct mail often gets tossed in the trash. A report by the Institute of Promotional Marketing found that one in five persons throw away direct mailing pieces without reading them. If your direct mailer looks like junk mail, customers will likely just toss it out. So, address and stamp your direct mail piece by hand to give it a personalized look. According to the research above, people are more likely to open a piece of mail that looks like it is from a friend.

 

Send Your Mail in a Special Envelope

A large part of the success of your direct mailer depends on your envelope. Your envelope introduces your business or product and encourages customers to open the mailer to learn more about your company. Use unique shapes, sizes, and paper textures to make your envelope stand out. Here are a few ideas:

Metallic Envelopes

Metallics are very popular right now, especially with younger target audiences.

Kraft Envelopes

If your business sells eco-friendly goods or services, these envelopes are great. They offer a very natural or rustic look and are durable.

Felt

The soft, silky texture will entice your potential customer to open the envelope to see what is inside.

Linen

Linen is a great way to add sophistication and elegance to your envelopes.

These are just a few examples of special envelopes that can be used to drive engagement. There are a variety of other fabrics and textures available. The important thing is to be creative and choose something that stands out.

 

Use a Branded Box

Dimensional direct mail, such as pop-up branded boxes, is a great way to ensure that your message stands out from the rest. Branded boxes are interactive and engaging. They help customers remember your brand and steal the attention from all of the other traditional mailers that people get almost every day. Using a branded box to generate interest is easily. Simply, use your company’s logo, design, and colors on the outside. Inside the box, deliver a promotional offer or announce a new service.

 

Give Your Customers a Perforated Coupon

Getting people to interact with your direct mail is very important when it comes to gaining new customers. Make that happen by mailing an oversized postcard that has a perforated coupon or a pop-out gift card. This type of mailer is a creative way to increase engagement with your target market, as it is unique and different from the rest of the mail that they receive.

 

Personalize Your Mailers

Personalization is one of the best ways to capture the attention and interest of your target market. In fact, recipients are more likely to open personalized communications that are specifically addressed to them. As is evident, it is worth the time and expense to personalize direct mail to the recipient. You can use A/B split testing to determine whether personalization yields a higher response rate for your particular business. Simply test the personalized mailers against traditional non-personalized pieces. This simple test will help you determine which marketing tactic works better.

 

If you're ready to start your next direct mail campaign or just want to talk about your options, contact Blue Frog Marketing! Headquartered in Des Moines, Iowa, Blue Frog provides a wide range of professional print serves, from direct mail and fulfillment projects to promotional items and trade show signage. Click below to get in touch with us!

 

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Written by Tyler Scott

I’m a sports fanatic. I try to attend as many Iowa State football and basketball games as I possibly can as well as Minnesota Wild games whenever I’m not playing hockey myself. My favorite part about working at Blue Frog is getting to work alongside other fun and career-driven employees. It’s fun to be part of a growing business, too!