Direct Mail That Worked
Question: What key elements make a direct mail piece successful and grab attention?
I believe the key elements for a good direct mail piece to be universal to any market. I have had the opportunity to receive amazing mail campaigns from the agency world as well as the good fortune to work with clients from around the world who do outstanding work. I know what has worked for me in the past and what is currently working for my clients. Here are the four basic KEY elements for any successful direct mail piece.
1. A Great Image
This should go without saying, but I am going to say it again: If you are going to spend money on a large mail campaign, which is always a significant investment, you must send the BEST of the BEST. I remember one of my favorite direct mail pieces I received over a decade ago from Henry Horenstein. The images are stunning! I have kept this promotion for years. I also really love the impactful beauty and strength of the latest mailer from Coolife Studio - the still life photography team of Carole Beaupré and Pauline Rochas:
2. An Interactive Piece
My mentor always taught me this. While interactive might mean “internet" to you in this case it means that you are involved in and part of the actual direct mail campaign. Aaron Fallon took his campaign and made sure there was more to the piece. It functions as a holder for his promos, a business card and offers some insight into his personality – while showing an additional image:
3. A Clear, Visual Communication
Be sure your target market understands what you are selling. What is your visual style? Here, Patrick Molnar clearly states his strength in lifestyle photography. Be sure to communicate it clearly, effectively, and consistently. Pat put together the entire booklet supporting his work, style, and his end product:
4. A Good List
Knowing how many pieces you can print starts with knowing what you can afford. Once you have a working number of how many people you can afford to send to, use that number to build a targeted list of people. I use this formula when building my clients' lists:
- People you have worked with and want to keep as a client,
- People you have connected with in the past (meetings or shown interest),
- People who click through to your site from your electronic promotions,
- Your dream clients and,
- "IF" you can afford it - the top buyers and creatives that work in your TARGETED markets.
Use these four elements and your investment in your company will be a wise one.
