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When Customers Steer Clear of Worn-out, Clichéd Direct Mail |
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Sadly, although direct mail marketing can be an effective way of
getting our message across, many people are not too keen on receiving
them. This is because these people receive them in their mail too
often. According to a study, an average person receives at least 10.8
pieces in a week. In fact, that’s 9.3 pieces more than the personal
mail they get in their mailbox.
It’s no surprise then that an average person would be more
eager to open a personal mail than an envelope with teaser lines coming
from the local grocery store. Once this direct mail stuff reaches their
hands, they’re often than not thrown in the trash as they don’t provide
any meaning to the recipient.
People are already bombarded with too many advertisements that
they learned how to turn them off every time. It is therefore our
responsibility to make our direct mail marketing more personal than
just a sales pitch. We have to treat our marketing strategy such as
brochure printing or notepad printing and notepads as very personal.
More than just marketing tactics for our business, we need to produce
advertising materials like our notepads to feel more personal and
special to our target clients.
How do we do that? By steering clear of these characteristics that make up clichéd and worn-out direct mail marketing:
Avoid sending your direct mail in plain, white envelopes. Okay,
this is the most cost effective way of reducing your marketing expense.
But putting your ads, even your notepads, in the standard envelopes can
only mean one thing to your target clients – your mail reeks of
marketing. Don’t give them the opportunity to junk your mail right
away. Add flavor to your otherwise plain envelopes. Design something
interesting and out-of-this-world and apply it to those white, blank
spaces. Make it look more personal and customized. When you do, your
clients would feel that you’ve given time and effort into those
envelopes, and that would make them feel more special.
Avoid sending out your direct mail with the company’s name on
the return label. It’s so sales pitchy. Instead, make it more
personalized by using a return label with an actual person’s name on
it. Seeing a person’s name would make your recipient more accepting as
they would feel curious as to who would send them a piece of mail, and
what would be the purpose. When it’s a company’s name in the label,
they already know your objective – to sell something.
Avoid using an automated stamp and Times New Roman. The first
one usually accompanies a direct mail – especially that it’s often seen
on the upper right hand corner of the mail. The Times New Roman on the
other hand, is so boring and worn-out that your recipients are most
likely to think that it was a computer generated mail that everybody in
the country received one. Although these are great ways to save on time
especially when you have to send your direct mail to thousands of
people, it also lacks that special touch to your marketing campaign.
Here’s the point: if you don’t want your direct mail marketing
treated as any ordinary and common junk, make sure that you design them
to not look like a clichéd advertising material. You have to make them
feel more personal. Otherwise, you might just end up as fodder to the
garbage can without even getting a chance to present your message. |
Visit these pages for more information on notepad printing and notepads
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