You get home from a busy day, open your mailbox and start sorting through the good (letters, cards, and interesting offers), the not-so-good (bills), and the ugly. We’ve all seen them, the unattractive, poorly written, or just plain undecipherable mailers that leave you scratching your head and reaching for the recycle bin. The recipient of a mail piece will always see the overall presentation of your mail piece before reading its content. Who responds to a poorly designed mail piece? Not you and probably not your prospects or customers either. A well designed mail piece captures the reader’s attention and provides them with a reason to contact your business. When we work with you on a shared mail program at TMM, we want you to be successful. Here are 5 things to think about while designing your mail piece:
Your headline should tell the story, capture the reader’s attention, and encourage them to read further.
Once you have ‘em hooked with your stellar headline, be clear and concise with your message. Appeal to the reader’s self-interest and present a clear, quickly apparent, and easy to understand benefit.
What do you want people to do when they read this piece? Call or visit your store? Redeem a coupon? Visit your website? Sign up for your newsletter? Make it clear what the next step is and easy for the reader to take this step. A strong CTA should also create a sense of urgency to encourage the reader to take this action sooner rather than later.
Always use high resolution images that relate to your business, product, or service. Low resolution images (such as those found on many websites) will not print clearly and are often unusable. Don’t fear the white space! Less is more when it comes to a visually appealing mail piece. Avoid clutter by limiting the number of images used and simplifying other design elements (such as multiple or unique print fonts) to increase the readability of your piece.
Today there are multiple ways for your prospects and customers to reach out to you. Phone, email, website, social media, fax, and the list goes on. All of this is often too much information to include on a mail piece. To determine what is most important, think about your call-to-action and what you have asked the reader to do. Did you ask them be visit your website to sign up for newsletter? Be sure the web address is featured prominently. Did you include a coupon to redeem in-store? Your physical address must be included. Don’t waste space with information that is not relevant to the success of the mail piece or can be provided after the initial contact has been made.