Direct mail is the delivery of advertising material to a targeted group of people through postal mail.

Even in the age of electronic communication, direct mail still provides an essential, tangible connection to your customers. In today’s crowded and competitive world, you need to be sure to grab the attention of your customers. As a commercial printer, we’ve seen millions of direct mail pieces and know what works and what doesn’t. The following are some general tips to help you create an eye-catching direct mail piece.  

• Copy – When it comes to copy, less is more. Keep it short, simple and to the point. You have a short time to grab your readers’ attention, so do it quickly and in as few words as possible. Too much copy does not catch the eye, but a snappy headline will.
• Audience – Direct mail is typically designed to appeal to a specific group of people, and you should know what they want to see and read. Make sure your message is important to your target audience.
• Colors – Using color will capture more attention than just black and white. But when it comes to color, more isn’t always better. Too many colors can create a jumbled and confusing look. Simple, bright and vibrant colors usually get the most attention.
• Shapes & Sizes – Eye-catching mailers can be made by using unique shapes or sizes, as “odd” sizes tend to stand out and be placed on the top of a pile of mail. Work with your printer and check postal regulations to make sure you create a piece with an interesting size, but one that is still economical to mail.
• Offer – An offer to customers will always get attention. So make it big, easy to READ and be clear as to how your customers can redeem the offer.
• Proofing – As much as you want your direct mail to be eye-catching, you don’t want it to get the wrong kind of attention. Proof your copy —and that means headlines, addresses and phone numbers too.

If you have some idea of what your direct mail piece needs to look like, but you’re not 100% sure about it, talk to your printer. A reputable printer will be able to not only indicate what would look the best, but also how to print and mail the piece in the most economical way possible.