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How to design creative direct mail pieces

The creative possibilities of direct mail are nearly limitless, and you can continue to attract new customers to your business by refreshing campaigns. It may be beneficial to match the style and design of your mailer to your offer, company niche and marketing budget, according to Entrepreneur magazine.

Creativity is an essential component of any direct mail campaign. People are more likely to take note if they receive something unique in the mail, and it can encourage them to take immediate action, Small Business Trends stated. Direct mail already has the potential to be more memorable than email, and the more creative a campaign is, the more likely it is to leave a lasting impression on recipients. In addition to the creative process that goes into generating a campaign, direct mail software can facilitate the different steps of sending pieces to customers.

Here are some suggestions for different types of mail that can be utilized to make new connections with clients and how to effectively employ these techniques:

• Letters: While some marketers may be reluctant to utilize standard-sized letters because they do not stand out as much from other mail, the wording on the envelope can go a long way to create a sense of urgency. Phrasing like "High Priority Contents" can ensure your message gets opened right away, Entrepreneur said. It's also easy to include personalized elements, such as notes that appear to be handwritten.
• Postcards: Another classic and one of the most budget-friendly types of direct mail, postcards place your sales copy directly in front of recipients without forcing them to open an envelope first.
• Self-mailers: This form of mail is essentially a magazine or booklet, enabling you to include glossy pages with colorful images and bold text. Self-mailers can be used for longer sales copy and may intriguing to consumers.

Other design tips for direct mail
Millennials are a coveted target market for many brands, but this demographic can be fickle and difficult to sway with advertising communications. The Young Entrepreneur Council asked several of its members about their opinions on direct mail and the strategies they employ to engage customers.

"Most direct mail pieces deserve the moniker of 'junk mail.' To make sure yours stands out from the crowd, you must deliver some kind of real value that transcends your brand message," said Brittany Hodak of ZinePak. "There are so many creative things you can do that are cheap: Deliver curated content, use creative techniques (such as punch-outs or folds) to make something that consumers can use or write witty copy."

Other ideas marketers can try to engage millennials and other key customer segments are including promotional materials, product samples and inserting an object in the envelope to pique curiosity. product samples are a good way to give customers a free trial of the item you're trying to promote. In addition, stamps are a good way to interest recipients because your piece won't look like a mass mailing.