Marketing mail often faces tough competition for attention, arriving alongside bills, flyers, and generic promotions. However, with the right approach, marketing mail can stand out, spark inspiration, and achieve significantly better response rates. Here are actionable recommendations for printers and graphic designers to elevate their mail campaigns and make them unforgettable.
1. Think Outside the Rectangle
Traditional rectangular postcards and envelopes are commonplace. Consider experimenting with unique shapes, die cuts, or pop-up elements. For example, mailers shaped like your product or incorporating interactive elements like pull-tabs or foldouts can instantly grab attention.
Pro Tip: Use USPS-approved irregular shapes that remain cost-effective but unique enough to stand out.
2. Personalization Beyond the Name
While adding a recipient’s name is a start, true personalization goes deeper. Incorporate variable data printing (VDP) to customize content based on recipients’ purchase history, geographic location, or preferences. Tailored imagery and messages make the mail feel crafted just for them.
Example: A travel agency could include photos of destinations based on past trips or climate preferences.
3. Leverage Texture and Specialty Finishes
Physical touch is a key advantage of direct mail over digital communication. Use textured paper, embossing, foiling, or soft-touch coatings to create a sensory experience that makes the mail memorable.
Inspiration: A textured postcard for a spa could simulate the softness of a towel or the smoothness of a stone.
4. Include a Call to Action (CTA) with Value
Generic CTAs like “Call Now” or “Visit Our Website” don’t inspire action. Create CTAs tied to a benefit or exclusive offer that the recipient can’t resist.
Example: “Scan this QR code to unlock a free consultation” or “Redeem this card for a complimentary gift” connects action with tangible rewards.
5. Add a Digital Twist
Omnichannel marketing is key to success. Include elements like QR codes, augmented reality (AR) experiences, or personalized URLs (PURLs) to bridge the gap between print and digital. Recipients can scan to watch videos, see 3D product demos, or access exclusive offers.
Pro Tip: Use tracking tools to measure engagement and refine future campaigns.
6. Tell a Story
Great marketing mail tells a story that connects emotionally with the recipient. Design your mail to convey a journey or transformation, whether it’s how your product solves a problem or how your service has impacted real customers.
Design Tip: Use a before-and-after layout to visually communicate the story.
7. Incorporate Bold, Eye-Catching Design
Invest in bold, vibrant graphics and typography. Use contrasting colors, unexpected imagery, and creative layouts to draw the reader’s eye.
Avoid: Overly cluttered designs. Keep it clean yet impactful.
8. Make It Interactive
Engage recipients with elements they can manipulate. Consider:
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Scratch-offs revealing prizes or discounts.
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Peel-off stickers or coupons.
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Foldable pieces that transform into a functional item like a calendar or notepad.
9. Focus on Eco-Friendly Practices
Consumers are increasingly drawn to sustainable brands. Use recycled materials, soy-based inks, and promote your mailer’s eco-friendliness with a visible badge.
Bonus Idea: Send plantable seed paper mailers that grow into flowers or herbs, combining creativity with sustainability.
10. Surprise and Delight
Adding an element of surprise can turn ordinary mail into a keepsake. Include small tokens like magnets, stickers, or a handwritten note. The unexpected touch leaves a lasting impression.
Example: A boutique could include a swatch of fabric from their latest collection or a scent sample.
11. Involve the Recipient
Make the mailer participatory by incorporating puzzles, games, or challenges.
Example: A crossword puzzle with clues related to your brand or a “find-the-difference” game can make your mail more engaging while subtly highlighting your offerings.
12. Test, Measure, and Evolve
A/B test different designs, formats, and offers to see what resonates best with your audience. Collect data from your campaigns and use it to inform future efforts. Staying innovative is an ongoing process.
By applying these strategies, printers and graphic designers can create marketing mail that not only captivates but also drives meaningful results. The secret lies in making each piece feel personal, engaging, and worth opening. When executed well, marketing mail can leave a lasting impression and deliver exceptional ROI.
