Direct Mail Marketing: 5 Ways to Color Your Hello

Although it may seem that most promotion methods exist online these days, direct mail marketing still shines when it comes to high ROI. In fact, the 2016 response numbers were higher than in previous years by a considerable margin, experts say. This means companies should look into physical mailer design to color their hellos and follow up messages to consumers.

Direct mail is suitable for brand introductions, reputation building, and making immediate offers to an existing in-house list. How effective these contacts are depends on how well your marketers and design team can color your hello to spark consumer interest and meet their expectations.

mail wall

What Is Direct Mail Marketing?

Every person has received a postcard, letter, or other mail piece they have considered junk mail at their home or office. These might end up in the recycling bin right away if they do not catch your eye or entice you with bright colors or an enticing headline or blurb. Good or bad, these are direct mail pieces.

A marketer’s job is to create the type that recipients do not sling into the bin immediately. Direct mail marketing encompasses many steps from targeted audience discovery to affixing postage to the final envelope. It includes:

  • Appropriate, audience-centric design;
  • Professional printing;
  • Affordable mailing options;
  • List building and maintenance.

Who Uses Direct Mail Marketing?

Physical mail advertising exists across industry boundaries. It works well for multiple steps in the marketing and sales funnel process. Every business from a single freelancer to the largest corporation can use it as long as the expenses fit their budget.

Whoever manages the in-house and cold contact lists for the company is the first step in successful mailer creation. You have to know who you are targeting with what introduction or offer in order to create one that will get results. Is it a B2B or consumer-driven business? Do your potential customers belong to a certain demographic?

Design comes next. The graphic team or sole designer develops an appropriate color scheme, photo or image set, font choice, and layout specifically tailored to the ideal customer. The design goes to the printer and then the mailer finishes in the mail room or is sent out directly by the printing company.

How Direct Mail Marketing Can Help Your Business

Ultimately, increased sales and overall income are the goals of every business. On the way to this upwardly-trending black line on the profit charts are a whole bunch of other goals. These include:

  • Initial announcements of a new company, brand, product line, or individual product or service;
  • Brand recognition and reputation building;
  • Judging interest and follow up with existing customers and clients;
  • Making offers of interest to different segments of the in-house list.

Consider the following benefits of direct mail marketing:

  • Attracts real-world attention for an online business;
  • Creates an emotional response with colors and imagery;
  • Helps consumers remember the company better;
  • Builds trust with a professional design;
  • Provides free information of value;
  • A physical reminder of a call to action or special offer.

Every online touch point or physical contact communicates several important things about your business. From the first time a person learns your company exists to the moment they pull out their credit card and place an order, direct mail can nourish and grown the relationship in a professional yet personable manner.

5 Ways to Attract Clients to Your Direct Mail Marketing Campaigns

1. Choose Colors That Match Your Company Logo

They also need to stand for something related to your purpose. An organic farm cannot go wrong with green and brown. A corporate law office should stick with grays and navy blue. A local preschool will draw the eye with bright primaries. These choices immediately give the recipient of the mailer a general feeling about the company or advertiser.

Also, use layout options that are easy to scan such as bold headlines, bullet lists, and text blocks with outlines or colored backgrounds. More colors and elements mean higher costs. Balance custom design with your expected returns.

2. Focus on One or Two Problems

Then, look for their solutions for an effective direct mail marketing copy. Consumers buy due to an emotional response. B2B customers are more interested in logic and facts. Give each mail recipient what they need to make the best decision for them.

Postcards, small packages, and business letters need short and punchy text to encourage quick responses.

business woman

3. Consider Three-Dimensional or Unusually-Sized Mailers

A simple postcard or business size envelope need excellent, eye-catching design to get attention. An over-sized envelope, bulky package, or uniquely-folded piece creates curiosity and encourages further exploration. While these will cost more to mail out to a long list, they have been shown to increase conversion rates.

Promotional products provide a visual and tangible reminder of the company and offer long after the mail piece is recycled.

4. Offer Something of Value Every Time You Mail Out Something

Typically, free samples and ways to save are the most effective. Physical items such as promotional printed pens, fridge magnets, or notepads are used every day.

Other options include discount codes, coupons, and freebie offers. Even new information can be a valuable thing to many consumers. All offer should have a time limit attached.

5. Include QR Codes on Printed Mailers

This is to encourage multi-channel exploration of the company, product, or special offer. Consumers research businesses and make purchases on mobile devices more than ever before.

Integration between print and cellular or WiFi technology makes your message that much more accessible and memorable.

Sealing the Deal

When you say hello with direct mail marketing, you have the opportunity to color the reactions of your target audience in the best possible way.

Have you had a great response with direct mail? Leave a comment below or post on our Facebook page to share with other marketers considering this still-popular approach.

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