10 Elements Every Direct Mail Piece Should Have

Don't want your direct mail to end up in the trash with the rest of the unread mail? Studies show an effective direct mail campaign should draw a .5 to 1 percent response. These 10 tips will help you get the results you want:

1. A clear, bold headline. On the envelope or front of the mailer there should be one central message. The best way to achieve that is with a bold, clear headline that's not cluttered up with other text. A good guideline is to have the headline fill up at least 15% of the front of the mailer.

2. A graphic that supports the message. The graphic should be easy to understand and add to the message the headline is trying to convey. For instance, if you are trying to get people to list their home you would want to show a home with SOLD sign clearly visible out front. That graphic reinforces the message more than a simple picture of a home.

3. Color that pops. Make the headline and other text stand out by using a color that stands out from the background color. When you look at the card, ask yourself, "What do I see first?" If your answer isn't the headline, you might want to tweak the colors.

4. Subheads that lead into text. If you have a couple of paragraphs of text with no lead in, there's nothing to entice people to actually read the copy. A subhead will give people a place to start reading. If you have only a 100 words or so you may be able to get away with it, but if the text gets any longer than that the average reader will want to have some guideposts along the way.

5. Benefits, benefits, benefits. One of the biggest errors people make in advertising is stating features, rather than benefits. For example, never assume recipients know what benefit can be derived from a lower interest rate on their mortgage. Let them know how their monthly payments will go down.

6. The offer. An offer is always a good idea and should represent a specific reason to call now, such as "Limited supply" or "Interest rates are climbing."

7. Your company name and logo. Although this needs to be on the mailer, it shouldn't overshadow the offer. Customers care most about what you can do for them.

8. Call to action. Tell prospects exactly what you want them to do. "Call today for more information" or "See us online" are two of the most common desired actions.

9. Contact information. Provide your name, phone number, and Web address directly following the call to action. Whatever you ask prospects to do, give them the means to do it easily.

10. Return address. A return address ensures you'll get returned mail from the post office and sends a message that you're an established professional. People feel better knowing the company they're dealing with has an actual location.

Joe Niewierski, the VP of Marketing & Promotion at PostcardMania, became a published writer after graduating with a BA in Advertising from the University of South Florida. Joy Gendusa founded PostcardMania in 1998; her only assets a computer and a phone. In 2004 the company did close to $9 million in sales and employs over 60 persons. She attributes her explosive growth to her ability to choose incredible staff and her innate marketing savvy. Now she's sharing her marketing secrets with others. For more free marketing advice, visit her website at http://www.postcardmania.com

---

Fundraising: How To Avoid Three Common Mistakes

I'm a board member of a local nonprofit and we... Read More

Marry Your Marketing Plan

Make a vow to keep up your marketing schedule in... Read More

Promotions for Mobile Detailers

Mobile businesses are quite unique in the way they must... Read More

Getting Your Services Used

Every day I talk with professional service providers who do... Read More

For Market Breakthroughs, Put Timing on Your Side

In today' s marketplace, the pressure for immediate bottom-line results... Read More

Where to Find Cheap Brochure Printing

Whether it is for is a real estate listing, a... Read More

Getting the Maximum Marketing Mileage Out of Your Nametag

As a small business owner, you must always explore creative... Read More

Marketing in Business and Commerce in the New Consciousness

The point is what you give to another you give... Read More

13 Lessons in Marketing, Super Bowl Style

Each year, the Super Bowl provides marketers opportunity to study... Read More

Hermey Wants To Be A Dentist

December marked the 40th anniversary of the original broadcast of... Read More

Down To The Wire

When you want to win and woo new clients with... Read More

Keeping your Business Card visible

Famous quotes that keep you thinking.Have you ever listened to... Read More

The Exiler

THE EXILER (your search for true brand attributes ends here!)With... Read More

The Secrets of?

A lot of advertising and mailings promise to reveal the... Read More

Effective Marketing for Small Businesses

Effective marketing for the small business begins with market researchIf... Read More

Knowing When To Charge More and To Charge Less

More And MoreIt was notable that when I started my... Read More

How to Save Thousands on Your Marketing

Marketing can be expensive. It doesn't have to be, but... Read More

The Day I Learned to Start Saying No

It was the fall of 1998 when I had just... Read More

Marketing Your Franchise Online

Do you want to successfully market your business franchise online?... Read More

Sales and Marketing: Can One Exist Without the Other?

Simply put the marketing people and the sales people depend... Read More

25 Ways To Get More Business

Special Requirements for Reprint: we ask only that... Read More

The 5 Musts of Marketing

For most of the small business owners I work with,... Read More

How Would You Handle This?

We have been talking about choosing groups to participate in... Read More

Why Direct Mail Advertising Works And How To Lower Your Costs

I met a lady who said she received a notice... Read More

Always Sell To New Eyes And New Ears

One of the hardest things for you to do as... Read More

Rising Postal Rates? Don?t Cut Down the Direct Mail

The United States Post Office in the past had some... Read More

To Web or Not to Web?

Do I need a web site? That is the question... Read More

SWOT Analysis -- Strengths, Weaknesses, Opportunities, and Threats

When conducting strategic planning for any company -- online and/or... Read More

Successful Surveys: 10 Tips for Better Results

Why would you use an email or online survey when... Read More

Like Brushing Your Teeth

What do the following things have in common: brushing your... Read More

Why Your Sales Copy Should Be Written As If It Will Never Be Read At All!

What is enthusiasm?Well, consulting good ol' Mr. Webster, you could... Read More

Postcard Mania

Will postcards be an advantage for you?The latest craze these... Read More

Unique Gift Items ? 3 Creative Ideas

With promotional items there are standards: t-shirts, mugs, note cubes,... Read More