With so much advertising vying for everyone’s attention these days, engaging your customers gets harder all the time. But don’t despair; try these 3 ideas for designing better more engaging creative:
#1 Touch and feel
A major advantage to Direct Mail is the physicality of your offer. Customers interact with your piece: they open it, they flip through the contents, and they (hopefully) place their order in the return mail. The touch and feel is an important element, so why not make it interesting? Play with using different weights of stock, textures or embossing. A light stock can save you money, but a heavy stock can feel more substantial. A Different texture or embossing can transform an offer from “cheap” to “classy”.
#2 Color!
Let’s face it, black and white is boring. Don’t get me wrong it can be effective, but nothing grabs your attention quite like color. Color evokes emotion and when used correctly can draw the eye and keep your customers interested. Find out from your printer what color printing options you have. Many people are surprised to hear about the options available to them for little or no increase in costs. It’s also important to note that using color goes hand in hand with the stock you choose: mat stocks can appear dull while glossy or UV coated stocks make colors look vibrant. If you’re still uncertain that color can make a difference, test it – the results don’t lie.
#3 Make a connection
Get your customers involved! Cutting coupons, scratching off rewards or scanning QR codes are all effective elements that draw in your customers and encourage interaction with your mail piece. The more time the customer spends interacting with your mail piece, the more likely they are to read and consider your offer.
Don’t be afraid to try something new and step outside your comfort zone, the results may surprise you.
