Direct mail marketing materials have a stronger emotional connection and are more memorable than digital ones. According to a Millward Brown/Kantar Neuroscience study. This also explains why direct mailing remains a very powerful marketing tool. How to make printed direct mail materials stand out
First, format
You must decide first on the format of your direct-mail material before selecting a stock and finishing. Consider what will appeal to your audience and how you want to represent your brand.
A printed letter can, for instance, set a formal tone and give your campaign a sense of authority. A colorful postcard can be more playful and may help attract the attention of younger markets. A custom-made shape can also help you stand out.
Your content can be a good source of inspiration
Your choice of format is also influenced by the content and message of your campaign. Flyers in DL format are popular for short messages, service or product lists, and promotional material. You can showcase your products in a brochure that is catalog style. If you want to promote rewards or special offers in a smaller format that can be used online or in-store, a pocket-sized brochure with a coupon code is a great idea.
Paper weight matters
The weight of paper is measured in grams/square meter. The higher the GSM, the heavier and thicker paper. A rigid, high-quality postcard may weigh around 350gsm, while a flyer for short-term distribution might be 130gsm. A higher GSM is likely to improve the quality of your final product. The thicker paper stock feels heavier and tends to be associated with premium brands.
Paper coating is a powerful tool
The next step is to discuss paper coating. Uncoated papers are great for text-heavy material but lack the professional look of matte or glossy coatings. Matte coatings will reduce glare and give a subtler look. Gloss coatings will bring out bold colors.
Finishing the Job
Print finishing will add a real “wow factor” to your direct-mail materials. Embossing your direct mail materials can add a tactile touch to them. Or, you can highlight a message using spot UV and a high gloss varnish. Foil stamping can also be used to create a sense of exclusivity. Lamination is a great option for materials intended for long-term usages, such as loyalty, discount, or membership cards.
Personalize your print
Now you can personalize direct mail material. The first step is to print the names and addresses of the recipients of your project. Now you can change the graphics and text on your materials to appeal to specific customer segments. Targeting a larger audience with a single direct-mail campaign is now possible.
Direct mail campaigns are a great way to reach potential customers and get your brand message in their hands. Your format, stock, and finish choice will influence people’s perception of your brand. You’ll make powerful connections if you get it right.
