Why Is Direct Mail Design Important | Taradel

What is the most critical element of a direct mail marketing campaign?

The design of your direct mail pieces.

It's what stands between recipients reading through your marketing message and them throwing your mail piece in the trash. And even if they decide not to read what you want to say, they will at least notice your message.

And that, considering the abundance of junk mail and marketing pieces consumers are flooded with these days, is more important than you think.

Why? And how do you make the most out of your marketing mail design? The following guide has all the answers.

How Direct Mail Design Affects the Marketing Campaign Success

It might be difficult to believe but did you know that direct mail marketing is one of the most effective marketing techniques?

For example, the average response for direct mail is between 2.7 and 4.4%. Email marketing response rate? A mere 0.6%. There's more.

For example, over 70% of US consumers state that they prefer brands to contact them through direct mail. What does it mean? An excellent opportunity to market your brand. For that, however, you must ensure most of your target audience at least opens your direct mail piece.

And given the sheer volume of direct mail pieces received by American households (an average of 454 per year), an eye-catching design can mean all the difference here.

Think about it. If you're bombarded by marketing materials, you'd eventually start to ignore most of them (especially if most look similar). However, if a piece stands out, wouldn't you be at least curious to see what it is?

Of course, you would. And here's your chance to grasp your audience's attention. More than 40% of Americans say they at least scan through their mail. If your piece catches their attention, they are more likely to read your message and convert if your copy is engaging enough.

But even if they don't, you still win. Why? Because the chances are the consumer remembers your brand. Then, the next time they receive a marketing message from you via direct mail, they will be more eager to see your offer.

So yes, your direct mail design is important in turning your target audience into customers. And now, it's time to turn theory into practice and learn how to design your engaging direct mail marketing piece.

How to Design the Perfect Direct Mail Piece

What would your answer be if we asked you what design elements go into a direct mail piece?

A graphic, perhaps some images, a short description, and a call to action. Did we get it right? Probably. If that was your answer, then it is absolutely... correct.

Designing them correctly, though, is a different kettle of fish. To help you with that, we've compiled some helpful direct mail design tips. Let's get through them, shall we?

Do Your Research

Do you want the audience to convert, or is your objective to build brand awareness? Do you know who your target audience is? How do you expect to create an effective direct mail piece if not?

The more you learn about the consumers you want to target, the more personalized and engaging your direct mail campaign can be. It will impact what kind and how much information your piece should contain, which images and graphics you should use, and even the format of your mail piece.

Should it be more formal or personalized? Informative or engaging? These are the questions you should ask yourself before getting creative with your design.

Choose the Right Size and Format

Once you understand who you want to target and what you want to achieve with your campaign, you need to pick the right size and format for your design. The format is nothing other than the type of mail piece you intend to send.

Most popular direct mail formats include postcards, brochures, catalogs, letters, flyers, and menus. Picking the one for your campaign will mostly depend on the type and amount of information you want to fit into your piece.

For instance, a postcard would fit better when trying to convince your customers to convert, whereas a letter or catalog would work better as a way to introduce your brand.

Think About Your Direct Mail Piece Layout

Once you have your size and format, you need to decide how you want to arrange your available space. In other words, you need to think about the layout of your piece.

Consider what information you want to display at the top, where to put your call to action, images, etc. It might not seem significant, but how and where you display specific information impacts how readers respond to your message.

The general rules are that the headline should always be displayed in the most prominent place, preferably in a larger and more eye-catching font. Your CTA should also stand out.

If you aren't sure how to display your information, you can always hire a designer or take advantage of design templates.

Keep the Design Simple

When designing the layout, be sure to avoid overusing the available space. It's a common mistake among marketers who try to fit too much information into a direct mail piece. That can be overwhelming and confusing for readers.

Therefore, to ensure your piece is as user-friendly and effective as possible, take advantage of white space, or negative space, which is an empty area between different elements of your direct mail piece.

Negative space helps readers process the information they see, keeping your layout organized and easy to read. Stuffing your piece with copy and imagery will do your efforts more harm than good.

Use the Right Colors

Not many businesses think about it when designing their direct mail pieces, but the color you use matters. Indeed, color marketing is not something you should ignore, with various colors having different meanings for consumers.

For instance, blue is associated with trustworthiness and professionalism. On the other hand, red is perceived as risky and exciting. Yellow generates optimism, and so on. Think about it when designing your piece.

Create a Compelling Copy with a Strong CTA

Once you have your reader's attention, how do you intend to keep it? This is where creating a compelling copy comes in.

How to create one? A good tip is to make things more personalized, which always generates a better response among consumers, who will feel immediately more connected to your brand. Pulling a few emotional and nostalgic strings wouldn't harm your copy too.

Show your consumers how your service or product can make their lives better. Personalize your message, and finish it with an exciting call to action.

Consider the Print Texture

Okay, you have your design. Now you need to print it. And while some small businesses consider printing as a chance to cut some costs, it's not something we'd recommend.

It's not just about the quality of your print but the texture too. While we're visual creatures, we also like it when something feels nice. Opting for a top-quality material with an unexpected texture (e.g., velvety card stock or metallic print) will create a more lasting impression on your recipients.

Emphasize the Envelope

And last but not least, think about your envelope design. After all, you might have the most engaging direct mail piece in the world, but your recipients must first open it to make it work. If your envelope is bland and generic, the chances are it will never get opened.

Instead, opt for larger envelopes in bright and eye-catching colors. Use different fonts and textures. Maybe throw in a fun image or a graphic. It will cost you more, but it will also guarantee your message grasps attention.

Design Your Direct Mail Campaign with Taradel

From what we've described, designing your direct mail pieces seems daunting. And it is.

But who said you need to deal with everything yourself? What if we told you there's a way for you to create your entire direct mail campaign quickly and stress-free? It's possible with Taradel.

When taking advantage of our direct mail service, you will get access to every tool you need to make your campaign successful. And yes, it includes designing your mail pieces.

Whether you want to upload your own design or use one of our FREE customizable postcard templates, Taradel has got you covered. Taradel makes direct mail marketing easy.

Plan your campaign with us today, and reach all your business marketing goals!

Key Takeaways

Mail piece design plays a vital role in your direct mail marketing efforts. It's the core of your campaign, standing between the recipient deciding to read your message and them throwing it in the trash.

You can create a lasting impression on your audience through eye-catching design, building brand awareness, convincing them to convert, or reaching any other campaign goal. However, as discussed, creating a great design that stands out takes some effort.

Here's where Taradel can help, providing you with all the tools and support you need to create an effective direct mail campaign.