Direct Mail Design Can Stand Out and Increase Response Rates

Like other forms of advertising, you want to grab attention with direct mail. Direct mail is already a strong marketing tactic. On average, it has a high response rate and a return on investment of around 29 percent.*

A standout design can help increase the odds of a response and your ROI. You can make the design of your direct mail piece stand out in a number of ways, including:

• Size
• Color
• Graphics or photos
• Texture
• Shape

Most Americans receive white envelopes in their mailbox. Choosing a design that stands out in terms of color can put your direct mail in the front of a potential customer’s mind.

Choosing a size, texture, or shape different from standard American envelopes will make your direct mail piece stand out due to its feel. In fact, oversized envelopes have a response rate of 5 percent!*

Direct Mail Designs Can Include Personalization

Personalization is a great way to create direct mail that makes an impact. Adding personal touches makes reading and interacting with direct mail closer to a one-on-one experience.

Using data from databases from Epsilon Individual Automotive, you can create a personalized direct mail campaign by integrating someone’s name, images related to their needs, and even include images or offers that meet a customer’s needs specifically. For example, if your target customer is interested in luxury sedans, using photos of luxury sedans is more likely to get their attention compared to images of SUVs.

By addressing a customer’s needs or acknowledging their loyalty, you create a more substantial connection between the customer and your business.

Direct Mail Designs Can Integrate Technology

Direct mail can be enhanced by technology. Integrating personal URLs (PURLs) or QR Codes is an additional way to connect your customers to your business. PURLs and QR Codes are also other ways of customizing your direct mail campaigns.

Personalized URLs can include a customer’s name and lead them directly to a webpage that is personalized for them. These pages can include financing information or details about an SUV you carry that fits that customer’s automotive needs.

QR Codes are an interactive direct mail feature that helps you get additional information on your customers and offer customers convenience—all from a postcard you’ve sent! They can register a customer, respond to surveys, and view other important information you’d like to convey.