About Direct Mail Printing

Direct mail printing is a great way to prepare materials for use in some sort of direct mail campaign.  Choosing the right components for the pieces will increase the rate of return, making it easier to generate revenue and justify the cost of the professional printing.

Postcards or Envelopes?

Decide what type of direct mail piece would work best for your campaign.  One approach is to use a letter or insert with an envelope, often adding a teaser message on the outside of the envelope.  Postcards of different sizes are also a popular option.  Both strategies have benefits and drawbacks, so consider what you want to accomplish with the campaign as well as how much each approach will cost.

Using Color

Consider the color scheme.  Postcards that are in full color are more likely to attract attention than cards in black and white.  In like manner, colorful printing on an envelope as well as the contents may also motivate recipients to read rather than discard the mailing.

What Paper to Use

Choose the paper wisely.  Glossy paper is a great option for high-end direct mail pieces, but may be inappropriate for certain types of campaigns.  Also consider the merits of using recycled paper, as many recipients will look upon that usage with favor and be more likely to read the text of the mail piece.

Enhancing the Piece

Think images and promotions.  Images catch the eye and often help recipient to hold onto the piece long enough to read the sales pitch.  If there is a promotion or sale involved, that will provide even more motivation to respond.

Make it Readable

Keep it simple.  Too many bells and whistles can tire out readers, prompting them to trash the mailing before they finish reading.  Include enough features to attract attention, but not so many that the core reason is lost in the shuffle.

Quality Counts

Use only a reputable printer for the pieces.  Printers who do not have a reputation for turning out quality mailing pieces may be cheaper, but they can also cost you opportunities with prospective customers.  Pay a little more and the end result will be direct mail printing that is a proud representation of what you have to offer.