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1. Test larger formats instead of the convectional DL envelope formats. Marketers should consider C5 (A5 229mm x 162mm) envelope formats. While postage costs will increase, you are offering your message more impact in the mailbox. And you might even consider a C4 format (A4 324mm x 229mm) to produce a larger canvas for your marketing. This format is particularly useful for B2B Marketing.
2. Add personal touches for a less institutionalised feel. A few design tactics for that personal touch include live stamps, fake postage marks, “Do Not Bend” faux stamped text, printed-on-labels that suggest the package has been mailed with special handling requirements and closed face outers with fancy addressing labels. In fact combine a few of these judiciously for maximum effect.
3. Stress your main message incessantly. Don’t be afraid to “beat them to death”. If your effort features your best price, most popular premium or other top sales message, emphasise it in every way possible: in the teaser, Johnson box, postscript, letter subheads, order form title, guarantee, call to action copy, order summary copy etc. Your goal is to convince the recipient to take immediate action before they get distracted.
4. Know your direct response colours. It’s time tested rule, with few exceptions: certain colours work better than others for direct response. For example, blue works well for male or professional audiences. Red equals urgent, so its often employed to emphasise price discounts and deadlines. Yellow draws the eye, which makes it suited for calling out key product/service benefits. In general purple, pink and grey don’t pull well. And the reply paid is an easy place to inject colour without adding extra production costs. Don’t forget to re-state the benefit or offer on the reply paid envelope.
Posted on 27th November 2009