When it comes to direct mail marketing, design is one of the most important factors. You need an eye-catching design to draw your audience in and leave them wanting to learn more. What designs can make your direct mail stand out?

At Epsilon Individual Automotive, we specialize in automotive advertising, and we work hard to help your direct mail captivate audiences. Below, we’ll share the most engaging designs for direct mail.

How Does Direct Mail Stand Out?

Compared to the number of emails and digital advertisements people encounter every day, direct mail provides a clear, distraction-free objective that can generate more results. About 42.2% of people view or scan the direct mail they receive, giving you a good chance to get your dealership recognized.

With an eye-catching design, your mail is even more likely to be read through by its receiver and result in an action. There are a few ways to help your direct mail design stand out—starting with the mailer itself.

Mail the Right Way

Direct mail already has a pretty high chance of being read through. You can increase that chance by making your mail stand out, starting with the actual size of your mail. Oversized envelopes have a response rate of 5%, the highest response rate of any type of direct mail.

To best accomplish the needs of your campaign, the United States Postal Service (USPS) offers dealerships the Every Door Direct Mail (EDDM) program. This is a retail solution that’s offered exclusively to businesses that allows you to target specific neighborhoods with strict criteria.

EDDM is notable for its reach: dealerships can send up to 5,000 pieces of mail per day. This bypasses the need for any postage permits—and you don’t even need names or addresses.

Choose the Correct Size

Because EDDM allows for so much mail flow, they’re strict about size requirements to ensure smooth Standard Delivery. This helps your mail reach more people without any delay:

• Minimum Size: One side must be longer than 6 1/8 inches high or 10.5 inches long.
• Maximum Size: No side should exceed 15 inches in length or 12 inches in height.
• Weight Limit: Each postcard should not weigh more than 3.3 ounces.
• Which Postcard Size Should You Choose?

Before you consider how your direct mailer will look, you need to first consider the right size for your postcard mailer. Typically, dealerships will choose between these four common sizes:

• Standard: 6.25” x 9”
• Large: 6.25” x 11”
• Jumbo: 8.5” x 11”
• Oversized: 12” x 15”

Because these sizes fit within the confines of EDDM’s requirements, you can comfortably plan your next campaign. Plus, even oversized postcards charge the same rate (about $180) as a standard-sized postcard through this service.

Color & Font Choice Matters

When designing your direct mailer, color and text matter. From a first glance, you want your audience to be drawn in by bright and bold text.

Color psychology can help us understand which colors generate certain feelings. For example, the color orange is associated with playfulness and positivity, while the color blue has a peaceful, gentle feel. If you use a bright color, it can more likely emote positive feelings about your business.

Personalization & Customization

Personalizing your mail means targeting your audience and directing them towards fitting solutions. By incorporating personalized elements in your direct mailers—things like tailored offers—you can significantly increase engagement and response rates throughout your campaign.

Why? Because personalized mailers make your target audience feel valued and understood—thus fostering a stronger connection with your dealership. When you bypass generic messaging, you can provide the incentive to have them visit your dealership or talk with one of your salespeople to get the sales funnel flowing.

With our automotive data solutions, you can anticipate your audience’s needs and encourage more business. This includes SureDrive data, lease and loan enders, and real-time credit score data. We also offer special services to help further drive engagement and response rates, including:

QR Codes

QR codes act as a digital gateway of sorts, linking recipients to your dealership’s online presence. These easy-to-scan codes use smart devices to access your main website, a campaign-specific landing page, or your dealership’s social media accounts, to better interact with your team in a way that suits both you and the recipient.

PURLs (Personalized URLs)

PURLs also bring a new level of customization to direct mail campaigns. By generating unique landing pages for each recipient, you can offer a personalized experience that enhances engagement. These URLs can also be tailored to deliver specific offers or content based on the recipient’s demographics or purchase history, ensuring a more relevant and meaningful interaction.

Follow These Must-Haves for Direct Mailers

As you plan your next direct mail campaign, prioritize common practices to ensure your mailers are seen by more readers. This will enhance engagement and help drive better ROI:

• Vertical Orientation: Opt for mailers that are vertically aligned to combat a sea of horizontal mail. Consider it an easy way to stand out.
• Go Big: Standard-sized mailers are effective, but the bigger the postcard, the better. This allows for more design space and personalized messaging.
• High-Resolution Photos: No one likes low-quality photos—especially in their mailbox. High-quality visuals can help prevent recipients from tossing out your mailer, too.

We Take Care of Everything

As Epsilon Individual Automotive, we plan each part of your direct mail campaign, including the design. We’ll work to match your color, personalization, and mail size requests. Our in-house production studio allows us to fully engage in the creative process and produce an eye-catching mail design.

Once you approve the design, we can have it delivered. We can complete this process in just around 72 hours, so your audience remains in the know about promotions, sales, and essential dealership information.

Learn More About Direct Mail Design Tips

When you start your next direct mail campaign with Epsilon Individual Automotive, we can help your mail stand out with a captivating and eye-catching design. Contact our team today to see how our solutions can promote your dealership.

 

¹ https://www.smallbizgenius.net/by-the-numbers/direct-mail-statistics/#gref