10 elements every direct mail piece should have!

Don’t want your direct mail to end up in the trash with the rest of the unread mail? These 10 tips will help you get the results you want:

1. A clear, bold headline.

On the front of the mailer there should be one clear message. The best way to achieve this is a bold headline that is not cluttered up with other text. A good guideline is to have the headline fill up at least 15% of the front of the mailer.

2. A picture or graphic that supports your message.

An understandable graphic adds to the message the headline is trying to convey. For instance, if you are trying to get people interested in your Dental Practice you could have someone with a bright smile clearly visible out front. This graphic reinforces your message. Remember that a picture is truly worth a 1000 words. Make it a GREAT one!

3. Color that pops.

Make the headline and other text stand out by using a color that stands out from the background color. When you look at the card, ask yourself, “What do I see first?” If your answer isn’t the headline and picture, you might want to tweak the colors.

4. Subheads that lead into text.

If you have text with no lead in, there is nothing to lure people to actually read the copy. A subhead entices people to start reading. A subhead is a guidepost directing the reader.

5. Benefits that entice

One of the biggest errors people make in advertising is stating features, rather than benefits. You know what the benefits are but does the person you are mailing? As in the dental example, you might talk about better overall health or making the person more attractive.

6. The offer.

An offer is always a good idea and should represent a specific reason to call NOW, such as “Limited time offer” or “Offer valid for a month.”

7. Your company name and logo. 

Although this needs to be on the mailer, it shouldn’t overshadow the offer. Customers care most about what you can do for them.

8. Call to action.

Tell prospects exactly what you want them to do. “Call today for more information” or “See us online” are two of the most common desired actions.

9. Contact information.

Provide your name, phone number, and Web address (if you have one) directly following the call to action. Whatever you ask prospects to do, make it easy for them.

10. Return address.

A return address with the proper postal endorsement ensures you will get returned mail from the post office for free if you mail first class or for a fee if you mail with standard or bulk mail rates. Your return address sends a message that you’re an established professional in the community. People feel better knowing the company they’re dealing with has an actual location. If you use a post office box, include your street address as well to insure the connection.