By Darlene Hajduk

While opening the mail, it is not unusual to come up with a stack of direct mail pieces.  Occupational Hazard:  going through them and ranking best to worst.  Have you found yourself ever doing that?  What actually got my attention and what hit the garbage can first?

Recent surveys indicate that because there is so much online emailed advertising, people are actually ignoring or deleting emailed promotions.  With that said, direct mail has actually had a resurgence of sorts. 

So, when you are in the direct mail piece design phase.  You might want to say to yourself.  How will mine rank in design and appeal when next to my competition?  After all, your collateral material is always on display when mailed.

Here are some basic guidelines for consideration:

Tell the recipient what you want them to do!  Make it explicit; Call, email, redeem coupon, take survey, subscribe, etc…

Should you include a reply form, always put it at the bottom, (always perforate it, people do not like to rip or tear)

Add 1- 800 and fax numbers, and email addresses for quicker response.  Don’t forget blogs, UTube links, websites, etc..

Make it short and sweet.  No one is going to read more than a paragraph unless it is really interesting.

Toll free numbers increase response 20%.

Adding a promotional product increases response by 75%.

If you accept Visa, MC and Amex, PayPal, etc…it should be listed.

Postage for returning mail should be prepaid

Use paper a different color than your letterhead

Use environmentally friendly materials, and make a note of it somewhere:

         Recycled paper

         Soy Inks

(Non-coated paper recycles better than coated and pressure-sensitive/window paper is not recyclable).

Give us a call if you need more guidance, 713-939-9730, ProLine Supply Company, Inc….Ideas, Solutions, Results.

www.prolinesuppplyco.com