Boaz, Alabama
256.593.2048
info@bpimediagroup.com

Design Your Direct Mail for ” WOW!”

Design Your Direct Mail for ” WOW!”

What do all great direct mail pieces have in common? They engage people’s
curiosity from the moment the mail piece gets into their hands. Here are five tips for
capturing readers’ attention as soon as they open the mailbox. 

  1. Know your corners. On a mail piece, the upper right-hand corner is where our
    eyes go first. Use this location to place teaser copy or compelling data such as “99%
    customer satisfaction rate!” It’s a secret that all highly effective catalogers know —
    and now you know it, too.
  2. De-clutter. When the layout is cluttered, it’s hard for people to focus on any one
    thing. Use white space to draw the eye and make information easy to absorb.
    Instead of heavy blocks of text, use bulleted or numbered lists. 
  3. Tap psychology. Have you ever heard of techniques such as the Zeigarnik Effect,
    Von Restorff Effect, or Noble Edge Effect? These techniques use brain science to
    capture attention and engage your audience. 
     The Zeigarnik Effect is when information is left unfinished. Leave people
    hanging, and they feel compelled to open… 
     The Van Restorff Effect is the use of content that is out of place to capture
    attention. Old Spice used this to significant effect with its “Smell Like a Man”
    campaign.
     The Noble Edge Effect taps people’s desire to be associated with positive
    social or environmental causes. 
  4. Let customers sell for you. People trust other shoppers more than they do
    marketers, so use customer testimonials to let other buyers promote your product.
    Use QR Codes or AR to bring those endorsements to life by taking shoppers directly
    to mobile video. 
  5. Create a great CTA. How many direct mail pieces have unfulfilled potential
    because someone forgot to include a call to action (CTA)? Don’t assume that readers
    will automatically know what you want them to do. Add urgency or additional value
    by giving a deadline, offering an extra discount for early response, or providing
    other motivators to encourage people to respond right away. 
    Want more ideas for great direct mail design that gets results? Let’s talk.