Don’t ignore direct mail in your move towards digital messaging. Of course digital must be part of your mix, but don’t underestimate the power of print.
In the case of direct mail, people generally have to sort their mail, which means you have a chance to get their attention.
Once you’re in the reader’s hand, you have a second or two to help them decide if the message is for them—and to get them inside the piece. So think about every micro-second of the buy journey as you develop a direct mail piece.
- Does the cover clearly offer a promise to a problem they have—thus inviting them further into the journey?
- Does the overall look convey the right image? For a hospital, for example, there’s an expected dignity and credibility that telegraphs competence. This is done through color, type choice, word choices and photos.
- Is it easy to browse, so the reader can go right to the content that interests them?
- Is the call to action easy to find and clear?
- If they respond to the call to action, will they get what they’ve been promised? Either someone knowledgeable on the phone, or a Web page that truly offers useful information without much effort on their part.
We’re still fans of this medium. If it’s done well, it can definitely affect people’s buying decisions.