Great Creative Leads to Direct Mail Marketing Campaign Success Part II - By: John Welsh

In the last article, you learned how typography, as an aspect of the "creative" component of the 40-40-20 rule, can impact the success of your direct mail campaign. It's now time to discuss two other vital components of the creative, use of color and choice of imagery.

An unusual image is a QR Code (Quick Response Code) that can be placed on direct mail postcards. QR codes are two dimensional barcodes and are used to connect a postcard to online content via a smartphone. The outcome is automatically linking your postcards to online videos at Facebook or YouTube or linking to a website, driving directions or most any online content. It makes static printed postcards into exciting interactive cards and invitations.

Color can be used for many things. You can use it to call attention to important portions of your copy. You can use color to make your prospect feel a certain way. You can use color to reinforce your brand identity. You can even use color to make your direct mail postcard memorable. However, this does not mean the more (colors) the merrier. Dozens of colors do not add up to a better ad. In fact, using too many colors, especially within your typography, can be distracting. Oftentimes, less is truly more.

Black type on a white background is always the most readable color choice for copy. If you must utilize the reverse (for example, white text on a black background), utilize a larger font size and keep the text block short. For larger blocks of copy, dark blue is nearly as readable as black. If you want to call attention to parts of your copy such as headlines, sub-headlines, offer prices and contact information, try red or orange.

If you keep your typography simple, you can take a few more liberties with color within your design. However, any color you choose to use should still enhance the understanding of your offer. For example, consider colors that your potential clients will associate with some aspect of the message. Green is associated with nature and money. It is naturally appropriate for landscape companies and banks. Yellow is associated with sunlight. It lends itself well to postcards advertising solar heating or tanning.

You could also choose your colors based on psychological or cultural associations, particularly if your offer is related to a holiday or season. For example, red and green are most often associated with the Christmas holiday. Orange is associated with Halloween and also Thanksgiving. Red, white and blue are associated with patriotism and the fourth of July.

Photos and illustrations are one of the best ways to add color to your direct mail piece. Then you can keep your text simple and easy to read.

Photos capture your prospects' attention. Great photos can make your direct marketing piece stand out in any pile of mail. Keep in mind, straightforward, easily recognizable photos tend to be more effective than complex conceptual graphics. The images you choose should not be eye-catching alone. Every single one should support your copy. The most effective photos will be those that communicate something about your offer or the benefits of the product or service you are promoting. A reader can connect emotionally with your message when you use these types of images, imagining him or herself in the scene set by the photo. For example, if the service you are promoting is housekeeping, one of the benefits you may feature is more free time with family. Communicate this benefit on your direct mail piece by choosing an image of a family having fun together.

To ensure the most professional and attractive direct mail piece, buy high-quality photos. Never purchase web resolution image for use on a printed piece. High resolution pieces work best and should be at least 250 to 300 dpi (dots per inch) at the size you intend to use them.

There are many royalty-free image sources online offering thousands of photos to suit a wide variety of businesses. Some require a subscription while others allow you to purchase single images. You may want to check out the images available at Photos.com, Shutterstock.com, and Dreamstime.com.

When you're mailing to a new list of potential clients, it takes time to see results. Statistics show that you may need to mail seven postcards to the same list before they begin to redeem your offer. Ideally, you should contact the list 12 to 18 times a year in order to build your name and brand recognition and turn those prospects into customers. Create postcards that take advantage of the persuasive aspects of the creative and you'll be well on your way to success.

About the Author

The president of Astonishingmail LLC is John Welsh. His newest online venture is Postcards and Invitations and is the culmination of 30 years experience in the graphic design, direct mail and greeting cards industries. Designing direct mail postcards and invitations is simple with the new enhanced editing tools on Postcardsandinvitations.com.

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