Direct Mail Marketing Basics Part 3 of 5: Formatting Your Message

In part 3 of our 5-part series, we’ll take a look at the different methods that you can use to format your direct mail message. Each option has pros and cons that we’ll be discussing to help you make the best decision for your business.

Postcards – Marketing Postcards can make for an attractive option and have the highest direct mail read rate. Their small size means they’re great for attracting attention, as they tend to stand out from the rest of the mail. While they don’t offer much room for text, they can be a cost-effective way to deliver a brief message to a lead or to thank a previous client.

Letters – Letters are great when you want to tell a story, offer testimonials, or personalize your sales message. Their larger size means that you can offer a longer sales pitch which can help you sell your service more effectively. Additionally, the letter format allows you to include other elements in your direct mail piece. For example, you can offer magnets or calendars that help people remember your business long after the letter has been discarded. Also, a letter gives you the opportunity to use a reply envelope so people can obtain more information about your services.

Brochures and Booklets – These make for the most visually appealing mailings but are also the most expensive. As such, you should make sure that if you use a brochure or a booklet, you’ve done your homework first. Pick your target market carefully—an affluent zip code, for example—and have the printer create a small number of brochures. Then, test it on just a portion of your potential customers before committing to large printing costs. If you find that brochures merit the expense, they’re a great way to share information in a visual way with your mailing list.

Flyers – The larger format of a flyer makes it a good choice when you want to communicate a lengthier sales pitch but unlike a letter, they do not lend a personalized feel. As such, they tend to work better for general announcements. If you do decide to use them, they provide a lot of choice: they have many folding options, you can print on the front and the back, and you can even coat them for extra protection from the elements.

Once you’ve decided on the formatting you’d like to use, the next step is to craft your message. In part 4 of this series, we’ll discuss how to write effective sales copy for your direct mail piece.

Celebrating 15 years in Business! Titan List is a full service Advertising and Design agency specializing in Direct Mail, Mortgage Marketing, Search Engine Optimization and Website / Graphic Design. Titan List has been around since 1998, and has a team of highly qualified individuals with experience in the marketing trends that fit your business. Unlike other agencies that source their work out, Titan List & Mailing handles the entire campaign in-house. Looking for a special list of data for your business? We can customize any data list for your company.