In a world where consumers are bombarded with countless online messages (across multiple platforms, might we add), many brands are facing digital fatigue. Throw ad blockers and spam filters into the mix and it’s no wonder consumers are disengaging from online platforms, with it growing ever-difficult to wade through all the clutter.   

The result? Consumers are craving more personalised and authentic experiences, meaning print direct mail is finally making a comeback. As marketers start to integrate more print into their multi-channel strategies, it allows them to reconnect with consumers on a more personal level – helping them to stand out from the crowded world of direct mail. 

Whether you’re new to print or a seasoned pro, we’ve highlighted 10 tips on how you can jump on the bandwagon and make your direct mail campaign truly memorable. 

Personalisation is Everything

It sounds simple, and that’s because it is. Using the recipient’s name and relevant details is sometimes all it takes to create a more meaningful connection. In doing so, you’re addressing them personally, instead of every man and his dog.  

Use High-Quality Materials

Presentation is everything. Premium paper, unique textures, and vibrant colours draw attention to your print and convey quality. It shows you’ve really thought about it. First impressions are everything, after all.

Get Creative

Just because it’s printed, doesn’t mean it has to be boring. Stand out with bold visuals, interactive elements, and unique shapes – catching the eye of the consumer from the get go.

Include a Clear Call to Action

Print or not, you’ll encourage immediate response with a straightforward message and offer. Don’t overcomplicate it.

Focus on Timing

Punctuality is key with any marketing comms. Be sure to send your mail when it’s most relevant or aligned with key events for optimum engagement/ROI.

Use Innovative Formats 

Print doesn’t necessarily mean digging out your standard A4 letter template. It can be whatever you want it to be, that’s the beauty of it. Why not sample your messaging on postcards, brochures, or even 3D items to capture interest?

Leverage Technology

Incorporate QR codes or augmented reality to maintain digital interaction. This is a popular option if you want to retain online presence, particularly as part of a multi-channel campaign.

Use Powerful Headlines

Rule number one in any form of print marketing is to create short, sharp and snappy headlines that make people look twice. A good headline grabs the reader’s attention, while the language that follows is a direct representation of your brand – nail this and you’ve both created brand recognition and promoted trustworthiness.

Segment Your Audience 

Your print marketing will stand out more to those it is made for; tailor your message to specific groups for better relevance. Once you’ve figured out who your target audience is, you can drill down deeper into the data and test what works best. 

Measure Effectiveness

To determine if your print communications have been effective, it’s important to track responses from your audience. This can easily be done by measuring how many people engage with your call to action, visit your website, or make a purchase. By collecting and analysing this data, brands can gain insights into what worked and what didn’t. Use this information to refine and optimise future campaigns, ensuring that your efforts continue to have the greatest possible impact.

So, there you have it. Each of the above strategies help direct mail cut through the noise and remain effective – even in the ever-advancing digital age we live in today. So why not experiment during your next big campaign? 

Have a question? For all your direct mail fulfilment needs, contact our helpful team on getintouch@inter-direct.co.uk, today.