What direct mail marketing materials are the most effective?

Narrowing down the proper marketing materials

Team meeting in a modern office, with a presenter at a whiteboard and coworkers on chairs and a blue sofa.

There are so many different marketing channels available for businesses to utilize these days that it’s hard to know which ones work and which ones do not. However, it’s proven that tested and true marketing channels, like direct mail advertising, consistently deliver the best results.

What is direct mail?

Direct mail is physical mail that is delivered directly into the mailboxes of potential customers in a specific area. It can be targeted to specific demographics or neighborhoods, or just sent to the majority of households within a zip code. Direct mail advertising is an effective marketing approach due to its low cost, simple execution and ability to highly personalize and target it.

In terms of materials, direct mail can include catalogs, coupons, menus, and postcards. But some of our favorite direct mail pieces are flyers and brochures, due to their ability to hold more content.

Flyers are relatively inexpensive, but the cost can add up overtime. That’s why it’s so crucial to create an effective flyer from the beginning.

Here are some ways to make your flyers stand out:

1. Write a catchy headline. This is most likely the first thing a customer will see when they receive your direct mail flyer, so make sure the headline is memorable. Making your title actionable and leading with a verb (like “Unlock” or “Discover”) is another great way to grab customers’ attention.

2. Divide your content into digestible sections. If there is too much text, customers might immediately discard it. Keep your copy brief and make sure to include white space around each section to break it up. If you find yourself writing long paragraphs of text, trying using bullet points or infographics to convey your message in a more visual way.

3. Don’t forget critical information. You want your customers to know your business name and address, so make sure those are included somewhere on the flyer. Adding directions to your business can make it easier for customers to find you.

Brochures are a great way to include robust descriptions of your products and services without the content feeling too overwhelming. However, a poorly designed brochure will chase away potential customers. Here are some ways to make your direct mail brochures effective:

1. Know your audience. Since you’re using brochures as a sales tool, it’s important to consider your target audience and appeal to their interests. For example, if you’re a local business targeting families, make sure to include images of families within the brochure.

2. Be creative and unique. Creativity is key to setting your business apart from the competition. Try a different font style (as long as it doesn’t harm readability!), have fun with the way to brochure folds or go crazy with colors. This is what will make your business stand out among the crowd.

3. Get to the point. Since brochures allow for a lot of content, it can be easy to get carried away and overwhelm customers with text. Avoid turning your brochure into a novel, and stick with the key information that will entice customers and get them excited. You can always direct customers to your website, where they can learn more about whatever products or services you are offering.

Ready to get started with a direct mail marketing plan? At Early Express, we offer a wide variety of direct mail services, including targeted lists, saturation lists and Every Door Direct Mail (EDDM), that will save your business both time and money.

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