Balancing with EDDM

The bigger the better or less is more, which mentality is best when it comes to direct mail? There should always be a healthy balance. Too much or too little of something can either be overwhelming or depriving. When you are designing your piece for direct mail, finding a good balance between too much information or too little will make a big difference. When you offer valuable offers and information about your products and services, but intentionally leave out the most important piece of information it forces the recipient to call and inquire about your company. Though, on the other hand, you want to provide enough information that the recipient will find your offer intriguing enough to call in.

Presenting too much information at once on your direct mailer will overwhelm your recipient. You want to attract them with important and valuable information but you want to keep some thing a mystery, so to speak, until they call you. When you intentionally leave out important aspects, such as the price for some products that you are offer a great discount for, it keeps your recipient engaged. Some of the people that you will be mailing to will be completely new customers, so attracting their attention and continuing to engage them so that your company is seen as superior to your competitions is even more important.

Much like offering too much information will not cause your recipients to call and inquire about your great services and discounts, not offering enough information will deter your customer from completely getting engage in your mail piece. You want to include just enough information in your direct mailer that will keep your recipient interested.

There is always a good medium when it comes to direct mailing. The aesthetics of your piece is very important because it is the first thing your prospective customers will see of your company so you have to be positively represented. How you present your information is so important because you have to keep in mind that some of your recipients have no idea who you are and what you do so it is very imperative that you give off a great first impression.