Tips for Creating Your Mail Piece
October 20th, 2011
There are numerous tricks to the trade when creating your mail piece . Color, print, wording and size of the piece are just a few of the components that can “make or break” the success of your campaign.
Industry standards for the return on investment (ROI) are 1 – 2%. However, a well thought out campaign can see as much as 4-6% return on investment. Once you’ve created the piece you want to mail, you should consider a test run before mailing to your entire list so you can see the impact it has on the recipients. Once you’ve “tweaked” the mail piece, and achieved your target response, send it to your entire list.
Here are some key points to consider:
• Paper quality, size, color and texture are all part of the presentation, not just what you have to say. Don’t cut corners – you’ll never have a second chance to make a good first impression.
• Don’t over-design; keep it simple. Remember you want people to read what’s on the card.
• Send a separate mailing to repeat customers with special offers, promotions or advance notice of
upcoming sales. They are vital to your business.
• If you are mailing to a business, try to find the best name to send to.
• If possible, ink jet your addresses directly onto the mail piece. It’s more professional looking.
• Write copy that states what your product or service can do for the reader.
• Avoid technical jargon – keep it simple so the recipient understands the key points.
• Make your phone number prominent on the mail piece.
• If you are requesting a return by mail, make the process simple and the instructions very clear.
• If you have a web site, include it on all direct mail pieces.
• Add a personalized touch when sending letters; merge the names into your mail piece.
Direct mail campaigns can get costly; keep track of your expenses. A successful direct mail campaign should generate a profit, so keep track of your spending versus your return on investment (ROI).
Categories: Direct Mail
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Many thanks for useful info. Keep up the great work. I will be returning lots.