3 Tips for Stand-out Direct Mail
By Joe Boland, copy editor, Target Marketing

People are hit with a plethora of mail every day, so your campaign needs to stand head and shoulders above the rest to draw attention.

To do that, your copy must be sharp and images compelling. Here, Mike Berry, associate creative director and senior copywriter for Grizzard, an Atlanta- and Glendale, Calif.-based direct marketing agency that specializes in the fundraising field, gives three tips on how to make your pieces stand tall.

1. “Scannables”: Berry says the use of what he calls scannables, which he defines as all the things that call for attention from the prospect—bullet points, bold text, underscores, caps, etc.—are important in today’s world. Prospects receive so much mail that they simply don’t have time to read it all. If you can get your point across with the prospect simply scanning the package, your chances of conversion escalate. “There’s so many messages being bounced around that we’re really trying to make sure the message comes through loud and clear in the space we have,” says Berry. “Take the key points to get the message across using scannables. If they take a peek, they’ll get it.” Berry warns not to overdo it, though. If you use too many scannables, the message is watered down because prospects won’t scan through too many.
2. Photography: Along of the lines of scannables, photos certainly capture potential donors’/buyers’ interest. But all too often companies use standard stock photos for their direct mail pieces. This simply won’t cut it. To really make a connection, Berry urges copywriters to use photos of real people in real situations to fit their message because these “images move people and motivate.” Berry also says stock photos take away from credibility with prospects while fresh, real photos enhance it.
3. Synergy: In today’s multichannel world, it’s important to put your efforts across the entire field. At Grizzard, Berry states, it’s about executing integrated strategies in which multiple vehicles are used in a synergistic fashion to communicate the message and drive people to action. “For example, corresponding space ads, outdoor and banner ads could support an appeal mailing,” says Berry. “And the direct mail package may drive people to a Web site where they can put their gift to work right away. We’ve done this for The Salvation Army at Christmas and have seen better, faster, more sustainable results.”