Direct Mail takes the advertiser’s message directly to the consumer.
With targeted mailing lists, advertisers can send their message to specific groups.
Direct Mail puts the advertiser’s message in the hands of the consumer at home where they read all their mail.
Direct mail is not without its problems. Over the years, direct mail also became known by another name: junk mail. Some consumers were tired of receiving numerous ads in the mail each day. Many threw away the suspected ad-filled mail.
Since consumers may have a tendency to throw away mail associated with ads, marketers were challenged to ensure consumers were reading their ads.
That’s why at YourAdTeam, we specialize in producing top-notch over size postcards that don’t have to be “opened” to grab the recipients’ attention.
Now’s the best time ever to develop your direct mail campaign. Let’s talk.
Political direct mail provides uniquely targeted opportunities. Television, newspaper and radio can be targeted to a degree but only direct mail can be micro-targeted.
When mail is relevant to the voter you need to reach… it’s not junk mail! Political mail needs to be compelling, creative, on-message… but most of all, political mail must end up in the right hands.
Political direct mail that is well-crafted will:
Convey a specific message pinpointed to unique voter groups.
Build personal rapport between the voter and the candidate.
Inspire voters to take action.
Since 1997, YourAdTeam has produced and mailed nearly 4 million pieces of direct mail. What can we mail for you?
Direct mail is one of the most important tools that local campaigns use to reach voters effectively and affordably. To make your mail pieces succeed, you have to plan your campaign and design your mail to be effective.
Grab The Voters’ Attention
Remember, your mail piece is competing not only with every other campaign direct mail piece, but with catalogs, bills and business advertisements that clutters up a mailbox. To avoid being dumped in the trash with the latest supermarket circular, your mailing needs to stand out.
Use graphics that are unexpected and headlines that grab voters’ attention. Use sub-headings appropriately throughout the piece to further entice the reader to read more.
Visuals Tell a Story
Your text is important (especially for the press who read your piece), but the most important parts for the voters are the visuals. Use powerful graphics and pictures. Make the direct mail piece easy to read by using “white space” around the text. And don’t overdo the amount of text in your direct mail piece.
Standard is Boring
Be careful about using the traditional political colors and canned logos. You need a political direct mail expert to help create a direct mail piece that will get noticed. Keep it simple. Keep it professional. Keep it targeted.
Want to make sure you’re mail gets read? The following Do’s and Don’ts will certainly increase that chance:
Do use a stamp vs. a bulk mail endicia. Open rate on envelopes with physical stamps is 13% higher.
Do make your letter look like newsworthy content. Content gets read, not advertising.
Do attach news articles blown up to fit on 8 1/2″ x 11″ paper as an attachment to your direct mail piece. If you are using a card vs. letter, use 6″ x 9″ stock or larger.
Do not use any “special offer inside” language on your envelope or “hey look at me” advertising techniques when using a letter envelope.
Do not use an adhesive address label.
Do not use an 8 1/2″ x 11″ letter in B2B direct mail, but do use A4 or executive sized stationary – higher read rate and higher response rate vs. full sheet letter.
Don’t underestimate the power of words! Looking for a few tips on the power of words when using writing as an advertising technique? These tips apply to anything you do with Direct marketing, Internet marketing, and even memos to your boss.
You, your, amazing, discover, now, this, these are all proven “power” words that produce far higher responses.
Use present tense – better response than past tense.
Use the word “you” or “your” far more than “I” “me” or “we.”
Understand that asking a question with the word you in it is one of the best ever advertising techniques. Don’t, however, ask a question where the answer can easily be “no, and I don’t care.”
