Online marketing seems to have more impact on the advertising world, but offline marketing is here to stay. Mailing a brochure, postcard, or a newsletter to a prospective customer is still an option and a cost-effective one at that. A direct mail has a higher response rate, it is memorable, and it is easier for customers to understand.

Here is why having a great design will make your direct mail campaigns successful.

1. Increases Return on Investment (ROI)

Direct mail is cheaper than online marketing, which helps you increase ROI and reduce advertising costs. Having a great design on your mailer will help improve the rate of your customers’ response. If you have no idea how to design a mailer, you could consult direct mail marketing experts who can help you come up with one.

They will help you design a mailer that will appeal to your target customers. They also assist you in choosing a strategy that is affordable for your organization. The designing and printing of materials for your direct mail campaigns are under one roof, making it more cost-effective.

Whether it is a newsletter, catalog, brochure, flyer, postcard, or any other form of direct mail material, you get advice on what would best suit your business. Working with professionals helps you to make the right choices about how to reach your audience even with a tight budget. They have the latest software that will ensure the final product will be attractive to your mailing list.

2. Personalization

Using a client’s name is one way of personalizing your mail, but it is not the only way. Customer data, such as their purchase history, age, marital status, or location, make a client feel valued. The customer is more likely to keep a personalized letter than throw it in a trash can.

You can address the customer by his or her name and use the information on past purchases to send them an offer. Use images that relate to their location to help make them attached to the mailer. Include a form in the mailer where they can fill personal details to increase their response rate.

If you know the gender of your clients, use a design that they can relate to; this way, they are more likely to buy your product. If your services or products need renewing, you can use a design with a coupon that helps them remember that they need to make a purchase.

3. Call-To-Action

The goal of any marketing is to convince a client why your products or services will benefit them. Therefore, a good design for your mailer should have a call-to-action segment. It should compel the customer to take the right action of coming to purchase in your business.

A great call-to-action should be brief, clear, and simple to perform since a complicated one will turn them off. Use it several times throughout the mailer to help them remember what you are offering them even after they put it away. Apart from the main body, place the call-to-action on a postscript and sidebars.

4. Appealing To Clients

A brochure, flyer, or letter with a great design will attract the customer. They are more likely to read it and want to keep it. The good thing with direct mail is, it is easier to keep it somewhere visible than emails or other online messages.

The mailer can then pass from one customer to another, meaning more advertisement. Include the necessary information a customer needs to make a purchase. Use images that blend well with your brand and pass the right information about your service or product.

Use testimonials to show the reader why your brand is the best in the market. However, the information should not be entirely on you; let it meet the needs of a customer. Assure them how your product will add value, quality, and be convenient in their life.

5. Brand Awareness

When starting a business, the number one concern is how to build your brand. Raising awareness of it boils down to how customers feel about your products and services. Online advertising works, but direct mail works even better.

The design you choose to use for your direct mail will help or break your business. If you include features in your design that can activate your customers’ senses, they are yours for keeps. Online advertising only appeals to the senses of sight and hearing, but offline one includes touching, smelling, and tasting.

About the Author

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Mirko Humbert

Mirko Humbert is the editor-in-chief and main author of Designer Daily and Typography Daily. He is also a graphic designer and the founder of WP Expert.