Defining a Direct Mail Piece
The "direct mail piece" refers to any advertising postcard, brochure or letter sent by direct mail. It is a popular marketing form
.A company should begin with the text. It should be direct, succinct and describe the most important strengths of the business, while offering a valuable product or service.
Text formatting - like bold and bullets - should be used cautiously. Too much emphasis can lead to clutter.
The size and shape of the direct mail piece will determine initial customer reaction. It is easier to find a larger brochure, but a smaller postcard might be easier to read for busy consumers.
The direct mail piece design includes the format and layout. The best direct mail piece should have a standard format that is easy to read and understand, matching the firm's message. Direct mail firms have different talents and preferences for formatting.
A good direct mail piece attracts customer interest by appealing to needs. There is a lot of competition for the consumer's attention. The direct mail piece is only one advertising unit amongst many.
Once the direct mail piece grabs the potential customer's attention, it should draw the customer in by describing how the firm's products and services provide a solution. Direct the consumer with a "call to action".
A good direct mail advertising piece is able to "highlight" an important specialty of the firm. It will help the customer understand what will be gained by choosing this company.
The importance of customer service and satisfaction should be emphasized. How the firm is superior to competitors - should also be communicated in the direct mail piece.
Repeating important keywords and phrases can help a direct mail piece keep the customer's attention. Finding a catchy slogan for the direct mail piece - that is easy to remember - can also help attract business. The direct mail piece should be personalized in order to appeal to the customer's character.
If the direct mail piece provides discussion topics amongst neighbors, it could be successful in generating more interest. A firm must plan carefully to prepare a good design for the direct mail piece.
