Direct mail is a $40 billion dollar industry that can trace its roots back to the good old Sears catalog, where you could buy anything from mules to tractors to strawberries and ice. We’ve come a long way since those days, but unfortunately most of the direct mail pieces you get today haven’t, which is one of the reasons conversion ratios are stuck in the .05%-2% range.
But you can make sure your next campaign brings home the bacon simply by building a better direct mail piece from the top down. So let’s get started at the top and talk about headlines first.
1. The headline – This is the billboard of the piece. This is what convinces the reader that the rest of the ad is worth reading so make sure to grab them with a compelling statement in your headline.
2. Art/Pictures/Graphics – Try to stay away from stock clip art, it’s pretty obvious. Besides, you should have plenty of photos to use from your completed jobs. Use positive images that are eye-catching for your target.
3. Layout – The layout should look like a mini billboard. Keep it clean and uncluttered with a text-to-whitespace ratio as close to 50% as possible. This will make it easy on the eyes of your reader and easier for them to absorb your primary message.
4. Onto the message – Keep this short and sweet. Make your benefits to the reader the focal point while making sure to be as clear and concise as possible. You should also play to your reader’s emotions since this brings in a higher response rate.More