If it sells, than it must be creative.
David Ogilvy, a legendary designer and author, says that is the very first rule for designing direct mail.
But how do you know what sells?
Here are 5 tips to keep in mind when you design your next direct mail marketing piece to improve it’s chances of success.
Inspiration is in your own mailbox.
Don’t forget that you own a mailbox too!
Just check out what is being mailed to you and see if any catch your eye.
If you’re like everyone else on the planet, you most likely receive a lot of direct mail on a weekly basis.
Set aside the ones that make an impression on you, whether because of the wording, images, call-to-action, or format.
Odds are, the company that sent you those mailers spent a good amount of money on researching the best methods.
So why not learn from their research for free?
Beat your own PR.
Just as athletes strive not only to win but also to beat their own personal records, so should you!
Try optimizing an older piece of mail and play around with the images and wording to see if you can improve it.
Sometimes even minor changes can make a significant difference in the response rate.
If you see a change, continue to send out different versions of that design to similar groups in your database, and take note to which one receives the most responses.
Then test it, and test it again!
Sorry, one mailing doesn’t count as marketing.
A single mailing is considered a test.
On average it will take 7-9 mailers to get a prospect’s attention.
Don’t give up if you don’t get a response on the first mailer.
With each additional direct mail piece you send, you should see an increase in responses.
Remember to personalize.