Archive for November, 2014
The sales letter, lift letter, and brochure tucked inside your direct mail package all share one purpose – to compel the reader to complete and return the reply card. While most cards may never be returned, every card that is returned represents an interested prospect. The value far outweighs the cost of printing and insertion. When you look at it this way, you begin to view this thin, rectangular piece not as an afterthought, but as an integral component of your direct mail strategy.
Creating an effective reply card is an art. Within the defined space of a few inches, you must capture interest and summarize your selling proposition while leaving room for the respondent’s contact information, your return address, and postage. Graphics should be subtle to avoid confusing or distracting the reader. Coated cardstock won’t work because the respondent needs to write on the piece.
Well-conceived reply cards have several things in common:
- They get straight to the point about what is being offered and what the reader needs to do.
- Checkboxes are included with a positive call to action and often an incentive as well: “YES! I accept your free trial offer!”
- Additional avenues for responding are featured prominently, such as a toll-free telephone number, QR Code, and links to social media.
- An expiration date is included to create a sense of urgency.
Studies have shown that response rates can be greatly increased when response devices are personalized. In this age of identity theft, however, you must be sensitive to the amount of information that is traveling through the mail on a postcard. If your business requires personal data like date of birth or a credit card number, be sure to include a reply envelope. Whatever approach you take, make sure your piece meets Canada Post’s standards for cost-effective processing.
A reply card is arguably the most important piece inside your direct mail package. Rethink the role this seemingly simple piece plays in your overall direct mail plan.
Let’s get together to map out your next effective Direct Mail campaign.
When we think about colour in print marketing and direct mail, we think about stunning images and eye-catching graphics. But colour packs a punch in letters, product brochures, and other text-heavy documents, too. What makes colour so powerful?
Here are just a few of the benefits that colour provides:
- Increases recall dramatically. Studies show that colour increases recalls in the 80% range.
- Gets attention. People are about 40% more likely to select or read materials when they are in colour.
- Helps readers find information more easily. This is great for insurance policies, contracts, and other lengthy documents.
- Reduces errors. Highlight instructions or account information to help people get it right the first time.
- Slashes payment time. Highlight the amount owed and the due date with colour and watch your invoices get paid faster!
- Increase the ability of readers to understand and retain information. This is great news for your sales presentations.
When you want to draw your readers’ attention to something or when you need to draw out an immediate response, you can’t beat the use of colour. Make phone numbers or payment information stand out in a letter. Highlight discounts in a brightly coloured star-burst. Use arrows or coloured bullets to focus attention on key points in a brochure.
Looking for ways to incorporate more colour into your direct mail or marketing collateral?
Contact us. We can help.