How to design the perfect mailpiece is the question on the mind of any marketing team charged with reaching out to customers. You know how important it is to make sure that you are not neglecting a huge segment of your market by relying on email marketing alone. But how do you make sure that your design speaks to people, calls them to action, and most importantly is USPS compliant? If you follow these guidelines, you can’t go wrong.
1. Make sure your market is targeted carefully
Your successful sales rate will depend entirely on how well you have done your research. This will help you design a mailpiece with all of the elements to make them want to help you.
2. Speak directly to them
Make sure you are using the word “you” as much as possible during the piece. This takes them from an inactive observer to an active participant in the message.
3. Make sure you have your president’s signature
Adding this to every piece will make them feel like they are building a relationship with the person in charge. It also conveys that they are important enough to warrant the President’s attention and that he cares enough to address them directly.
4. Offer a “good,” better,” and “best”
Give people the luxury of choosing their level of membership. If you make it all or nothing, you might lose people by giving ultimatums. If you let them choose, most people will choose something over nothing.
5. Experiment with the actual mailpiece
Try experimenting with different colors and textures of the envelopes. Make sure they stand out from everything else in the pile. However, if you are going to go with an odd shaped mailpiece, make sure you check with the USPS about the regulations on the design. Nothing would be worse than having your pieces returned undeliverable, or with postage due to the recipient.
6. Take cues from the tabloids
The reason tabloids sell so many papers in spite of everyone knowing that they don’t tell the truth is because of the headlines. Make a headline that would jump out at somebody who is waiting in line at a supermarket and you are guaranteed to get people to read your message.
Good luck on your email campaign, and if you need help with anything along the way contact us.
