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Using Direct Mail? Here are the Best Spots to Place Your Offer


By Allegra Carling

Most of us carry mini computers in our pockets, and the move to digital has consumed every industry. But don’t be fooled into thinking that print has lost value.

direct mail

A Content Marketing Institute study says that audiences are more engaged than ever before with marketing messages, thanks to an integrated approach to information dissemination that many brands use. This marketing integration serves direct mail well, and research shows that brands are increasingly using direct mail and print marketing to cut through the digital clutter.

With a range of formats, interesting folds and eye-catching cuts, direct marketing pros are easily able to match their page space requirements for simple and complex messaging.

The placement of your actual offer and call-to-action is important to ensure its seen. Here are some of the top spots where readers are most likely to see your offer and take the desired action. Improved response rates open doors for continued nurturing and engagement . . . and greater sales.

Outer envelope
Make every inch count, including space on the outer envelope. A strong offer can be made in just a few words on a #10 business-size envelope, and the mailing panel on a self-mailer also offers prime real estate. For the latter, be careful to avoid interfering with addressing which will impact the mailability.

Opening paragraph
If you’re sending a letter, include your offer in the opening paragraph; readers may skim. With other formats, headlines and subheads can be used to reinforce your pitch.

Last sentence

Finish the mailing piece with a direct call-to-action, repeating your offer. Readers should have no questions about what you want them to do and how they can proceed.

P.S.

Many readers simply scan and skip to the close. Use a P.S. to reach these readers, and reinforce messaging for the rest who will benefit from a reminder.

Lift note or insert
Typically, a lift note or insert is a small flyer inserted within the direct mail piece that can further encourage the reader and simplify your offer in one clear statement. Pair this with eye-catching graphics for inspiring action.

If you’re interested in learning how an integrated marketing campaign featuring direct mail can amplify your marketing programs, contact Allegra today.