The Three Vital Components to Designing a Direct Mail Marketing Campaign

The average human’s attention span is 8-12 seconds, less than a goldfish, according to Time Magazine [1]. With day-to-day tasks, work, family obligations and constant digital distractions, the average person hasn’t got a moment to waste. Today marketers need to know how to grab their target’s attention quickly and keep it long enough to get their message across. That’s why we’re sharing the three vital components you must consider when creating your next direct mail marketing campaign.

 

1. Be Conservative with Copy

When writing direct mail copy, conserve and economize as much as possible – the phrase “short and sweet” applies here.  A study published in 2018 states that people only read about 20% of the text on any given page [2]. You’ve only got a few seconds to catch the attention of your audience before they are distracted by something else. If you’ve sent a mail piece with large paragraphs of information, your audience could feel overwhelmed and scrap the piece all together [3]. We suggest using big, bold phrases, eliminating large blocks of text wherever possible.

 

 

The letter on the left illustrates a mail piece with massive amounts of text which buries the offer. The piece on the right shows an eye-catching statement that defines the offer, making it easy for potential buyers to see what your offer is.

 

2. Images are Essential!

 

Allow graphics and infographics to tell the story. Column Five Media reports that the brain only needs ¼ of a second to process visuals and the average person’s attention span is 8 seconds; visuals are highly effective for getting your message across [4]. Genesis Direct has an excellent team of graphic designers that can help you communicate your message through the use of professionally designed graphics.

 

 

Our example shows how graphics play an important role in informing consumers about the call to action. The postcard on the left states, “A Gift of $30 Can Provide…” illustrating what a $30 donation will provide, making it easy for the donor to take the desired action [5]. Far more effective than listing it out in paragraphs of text.

 

3. Analyze Your Target Market and Create a Compelling Offer

Creating a compelling offer for your target market is crucial to getting them to respond. The offer should drive your audience to take action. Knowing your target market and using creative copy to craft a captivating message will help increase response.

 

 

The sales letter on the left illustrates a direct mail piece with too much text and a single image. Potential customers have to navigate voluminous text to get to the offer. In the example on the right, the reader sees exactly what they will receive as a card holder in pictures and a small amount of text making it easy for the consumer to understand the offer, spelling out the benefits.

 

Our team of expert marketers at Genesis Direct can help you design response-oriented direct mail incorporating these techniques.

 

Genesis has helped its clients reach their target market with the right message and offer for 25 years and continues to be one of the leaders in the direct mail marketing industry. Call or email Senior Account Executive, Mike McNally, for a free consultation and to learn how we can help your business grow.

 

Mike McNally

Senior Account Executive

mmcnally@genesisdirect.com

(813) 855-4274 x1265 | mobile: (813) 610-5931

 

 

1. http://time.com/3858309/attention-spans-goldfish/

2. https://hub.uberflip.com/blog/13-stats-that-prove-that-nobody-is-reading-your-content-and-what-you-can-do-about-it

3. https://extendyourreach.com/18-direct-mail-stats-every-marketer-know/

4. https://www.columnfivemedia.com/why-your-brain-loves-visual-content-infographic

5. https://sph.unc.edu/files/2015/10/nciph-sn15-picture-slides.pdf



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