Direct Mail Design... The Key to Quality ResponsesYour direct mail design must clearly and concisely deliver your message. Not too hot, not too cold, but just right.Mail piece design plays a significant role in your insurance marketing campaigns.The right content delivered in a creative way will deliver high quality insurance leads which will increase your profits.
The creativity of your direct mail design plays a critical role in determining if your direct mail piece gets opened, and if opened, whether or not it is immediately tossed in the trash. People can spot junk mail in a heartbeat. The creative aspect of direct mail design is that element of your mail piece that causes the recipient to not just immediately dismiss this particular piece of mail as junk. Direct mail marketers have tried many ways to distinguish their piece from the hundreds of others they have seen.They will use different colors of the insert if window envelopes are used. Some will put "Open Immediately" or "Do Not Discard" prominently printed on the envelopes. Some try to distinguish their particular piece as is it were a "late notice" or even a "check" the recipient should investigate immediately. All of these are marketing ploys attempt to disarm the junk mail filter deeply imbedded into the hearts and minds of consumers. Go to the post office one weekday morning at 8:00 A.M., the time many business owners or their secretaries go to their P.O. Boxes to get their daily mail. Watch to see how quickly they can sort through 50 letters and quickly throw one after another immediately into the trash can sitting next to the tables in front of the P.O. Boxes. It first seems as though there's no way they could tell if the letters they are throwing away without opening are important or not. But they've opened tens of thousands of pieces of junk mail in their careers and they can spot one as quickly as the sorting equipment in the back room of the post office can sort zip codes.Suddenly you notice that the lightning fast discarding into the trash can or putting into the "will open" pile on the table is stopped. It's as if some one threw a wrench into the gears of the sorting machine. The person sorting out junk mail has, for some unexplained reason stopped to at least more closely examine the piece. They are quite certain that some one is trying to sell them something, but there's something different about this one. Some creative component of that particular direct mail piece triggered some emotion and the piece at least gets opened. It may still wind up in the trash can right away, but at least it got read. Consider all the ones that didn't even get opened. What ever creative element can be added to your direct mail piece that "gets" that piece opened will increase your response rates exponentially. Imagine what your response rates would be... if only... you could get all recipients to at least open the piece and read the contents. Effective direct mail design also includes the actual content, or message, of the mail piece once it is read. The content must clearly point out emotional triggers that cause a thinking that the recipient simply can not do without what ever is being marketed to them. In as few words as possible, at then at a very basic communication level, describe the benefits to the recipient. Focus on the benefits in the content and not the features and advantages of the product.Focus your few considered words on "what's in it for me" in the eyes of the recipient. More detail on direct mail design can be found in the lead generation section of this site.
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