Direct Mail Marketing Basics Part 5 of 5: Designing Your Message

In the final part of our 5-part series, we’ll discuss design elements. Essentially, this post highlights how you can create an aesthetically-pleasing direct mail piece. This doesn’t need to be difficult if you pay attention to basic design considerations.

Design Principles: As a general rule, the layout of your direct mail piece should be clean and simple. Don’t go overboard with too many graphics or fonts. Instead, pick only one element—for example, a catchy headline or an attractive visual—to be the focus of the page. When selecting a font, choose one that’s easy to read and use it consistently throughout your direct mail marketing piece. Don’t forget to use bullets when appropriate—these help your prospect to quickly locate and read key information. Additionally, your call-to-action (CTA) needs to be easily noticeable. And finally, make sure your contact information is clearly displayed—it’s surprising how many people forget this.

Using Photography
Photographs are an excellent way to make your mailing more visually appealing. Use your digital camera to capture snapshots to put in your piece or visit stock photography websites for images. You can buy photos or you can often find attractive royalty-free pictures online.

Printing
When you’re ready to print your direct mail piece, you have a few different options. You can choose to print it with your own equipment, use an online service, or visit a local print shop. Having the piece professionally printed will result in a high-quality mailer but it will cost a little more so keep your budget in mind. Finally, there are a few other considerations to keep in mind before designing and printing your piece:

Standard-format direct mail pieces are cheaper to print and mail than irregularly formatted pieces (i.e. those that are atypically sized).
The more colors you use, the more expensive your printing costs will run. Consider using just a few colors combined with black and white.
It’s recommended that you have someone proofread your mailing before printing; mistakes can be costly.

Last minute jobs will increase your printing costs. Make sure you give the printer at least 2 weeks to process the work.

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.

The Value of Consistency: Direct Mail Marketing

With any marketing initiative, there is value in being consistent—meaning not only trying to drum up business when times are tough, but also remaining in touch with your business contacts and potential leads during times of economic upswings. A consistent approach—one that is dedicated, focused, and determined—will serve your marketing efforts well. Additionally, once you’ve found an effective marketing message, you want to consistently promote that message across all of your media channels.

Marketing definitely portrays similarities to exercising. As with exercise, marketing needs to be done on a regular basis, shouldn’t be abandoned once you’ve started to see results, and isn’t a quick fix. In both endeavors, consistency is key.
Strong branding—that is repeated over time—is highly effective with consumers. To achieve the goal of direct mail marketing consistency, try these tips:

Don’t vary from your main brand message. After determining the message that you will use to appeal to your market, continue to use it in all of your promotional materials.

Use consistent color schemes and fonts in all of your marketing pieces.

Establish a voice and keep with it. Once you’ve written your marketing materials in a certain tone, continue to use it in all of your communications.
Communicate with your contacts on a regular basis. Whether you use a monthly newsletter or an email campaign, it’s important to maintain ongoing contact.
If you use a monthly newsletter—which is a great way of reaching potential leads—make sure that it is professional and distributed at the same time each month.
Keep with it. It isn’t enough to make a big marketing push just once and then rest on your laurels. Instead, strive to engage in continuous marketing efforts throughout the year.

Consistent experiences lead to a more positive interaction for your potential clients. Furthermore, consistency builds trusts, often resulting in new and repeat 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.