By now you’re probably wondering what your direct mail campaign should look like. This is an area where you can get creative and think outside the box. We don’t recommend getting too wild, but there’s room to play with design elements, fonts, colors, shapes, formats, etc. As long as your campaign helps you achieve your goals, you can consider it a success. Here, we offer five types of direct mail that generally have a high success rate and show good return on investment.
Letter: This is as simple as it gets, but just sticking a letter in an envelope and putting postage on it isn’t quite enough. You need to give people a reason to read the entire letter and not just skim it. Include a brochure showcasing your new products. Include a coupon for a discount on their next visit. Give them a reason to support your cause.
Postcard: This is a cost effective way to do a direct mail campaign. It’s self-mailing which means you don’t need to worry about finding an envelope for it. This is a great opportunity to experiment a bit with die cut shapes. Maybe you fix computers — you could do a direct mail campaign and put all the information on a computer screen. Or maybe you own a dog walking business. You could send an advertisement in the shape of your favorite dog breed. The options are pretty much endless with a postcard.
Self-Mailer: These often look like magazines or catalogs with multiple pages and a lot of content. This sort of campaign is not for the faint of heart. It can be costly, both in time and finances. It’s great for really well-established businesses who have a lot of products and services to showcase.
Shock and Awe Package: This type of direct mail campaign has swag — coffee mugs, magnets, t-shirts, pens, calendars, etc. You’re giving customers and potential customers something tangible they can use, wear, or stick on their fridge. It’s a surefire way to be remembered. The great thing about a shock and awe package is that it doesn’t have to be expensive. Sure, mugs and t-shirts might be better saved for when you’re more established, but magnets, pens, bookmarks, small calendars, coasters can be printed inexpensively and leave a lasting impression.
Catalogs/Magalogs: These are similar to self-mailers and are exactly what they sound like. Again, they’re great for established businesses because they require a lot of content, time, money, etc.
Do you have any favorite formats for direct mail campaigns? Is there some great format we might have missed?