Read, cannot be thrown away: how to increase the effectiveness of mailings

How to make sure that an email attachment is not only opened and read, but also involved in communication? You need the right message and competent design - a complex that encourages the reader to take the action you want. Direct mail has many advantages and is an effective channel for promoting products or services. In terms of effectiveness, they may well outperform other types of advertising, especially if there is personalization in the printed product and the content is aimed at the audience. Here are a few factors that will help improve your direct mail.

Channel integration

Information should be relevant and interesting. In this case, the user should be able to obtain additional information. Add QR codes or links to landing pages to printed products sent by mail so that you can easily and conveniently get to them. Simplicity is very important for success.

It is also worth remembering that modern users value the opportunity to have a direct dialogue with the company, and also listen to feedback from other customers. Therefore, it is necessary to provide information about your social media pages on printed documents.

Multimedia

Except advertising pages, clicking on a QR code can open access to various multimedia videos that provide additional information, engage or intrigue. The so-called “augmented reality” is very modern and stylish, and is well remembered.

Bright visual elements

Visuals are required, which not only looks attractive, but also helps to better perceive the key message and spend less effort and time reading the text. We can talk about background patterns, illustrations, and infographics.

However, you need to maintain a sense of style and not overdo it, leave enough free space to focus on the really important elements.

Content

Entrust content writing to a professional. It will help you prepare catchy headlines, make the text as concise as possible, and make its presentation easy. This is the only way your flyer or leaflet will be read to the end. Dull and boring phrases that are repeated in every newsletter will most likely not make you want to finish reading.

If it is not possible to hire a journalist, then at least pay attention to the presence of errors. The text in which they are present spoils not only advertising products, but also the image as a whole.

Readability

In addition to aesthetics, practicality is also important. The text should be easy and convenient to read, including for people with poor vision. Consider the choice of fonts, their size, color and background.

Caring about clients

Mail mailings can not only convey an advertising message, but also become part of the customer service and contribute to the formation of brand loyalty. For example, if you regularly provide useful recommendations to users or publish interesting industry analytics.

Envelope Design

Even if you create the perfect printed product, all your efforts will be wasted if it remains in the envelope. It is very important to think about the design of the envelope. You shouldn't post information about your offer here, but you can add some intriguing message that will arouse interest and encourage you to open the envelope.

So, users are bombarded with thousands of advertising messages every day from all sides. It is necessary to ensure that your proposal does not dissolve in the general flow. Mailings allow you to target it directly to a specific audience. And an integrated approach to design, content and integration of all channels will make it possible to stand out and be remembered, and will help achieve your goals.