Color Your Mailer Successful

Your direct mail piece says a lot about your business. Literally – name, contact information, a call-to-action, but it’s also saying something more. Something you may not have even realized yourself. It’s subliminally stirring up an emotion within your prospects. How? Color.

The colors you use on your mailer could be sending a stronger message, or a conflicting one. Don’t believe us? Studiesshow that full-color ads are 26% more likely to be given further attention than their black and white counterparts. So, it’s no wonder that smart marketers use color strategically to enhance their message.

Here’s the breakdown:

Red - Stimulates the appetite and encourages action. Red is often used for restaurants and to target impulse shoppers.

Blue – Although the most popular color, blue is preferred by men. It promotes a sense of productivity and security and is seen as being non-invasive.  

Orange – Want your product or business to seem like a better value? Orange is the way to go.  

Green – Green is primarily associated with health, nature, and, of course, wealth.

Grey – When used in moderation, grey offers a sense of intelligence, conservatism and solidity.

Black – Represents sophistication and power, but can quickly become overwhelming to the senses. Use wisely!

Pink – Pink may just be the most complicated color in the spectrum. It evokes different reactions from men and women and induces various effects. Women feel empowered around the color pink, men become calm and less aggressive. It is used to both calm and energize. Additionally, pasties and sweets “taste better” when served on a pink plate due to the color’s ability to induce sugar cravings.

And two words from the wise:

• If you’re targeting a younger crowd aim for bright, vivid colors. If you’re focused on the elderly, go for subdued hues.
• Choose only a few contrasting colors. The greater the contrast the more impact it will have.

Now that you know the insider secrets, are you sure your colors are saying what you want? If you want your next mailer to have maximum punch using color marketing, talk to us about creating the perfect piece to suit your needs!

Save Money on Your Direct Mail Campaign

Are you spending too much on your direct mail campaigns? The answer is probably yes. There is plenty that you can do to save a bit of hard-earned cash on your mailers; it’s just a matter of knowing where to start. Think of this as your rulebook to a more profitable campaign.

Tip #1: Narrow Down Your Mailing List

Really, what are the chances that a high-powered Manhattanite is going to purchase your commercial-grade farm equipment? So why would you waste money sending a mailer to this type of person?  Refining your mailing lists will save you a lot of money and target prospects who are more likely to convert into customers. And don’t forget past customers, as well! It isn’t just about expanding your customer base, it’s also about retaining past purchasers.

Tip #2: Tweak the Size of Your Mailer

You may have requested that a piece be made to fit particular dimensions, but is it absolutely necessary that your mailer be that exact size? Your print vendor may be able to help save you big bucks simply by making teensy size alterations. Why, you ask? Depending on the dimensions of the mailer, your printer may be able to use a different, more cost-effective, press that won’t sacrifice quality but will make a difference in price.

Tip #3: Be Realistic About Needs

It may not be necessary to put a big dent in your budget depending on the goal of your message. Rather than creating a colorful mailer with all of the bells and whistles, could your goal be achieved by sending a simple, personalized letter to a core group? Letters are less expensive than many other alternatives. Consider what type of campaign would be best to help your business be successful in its campaign.

Tip #4: Use and Reuse

You remember that template from your last campaign? Yeah, it’s still good. You can reuse both your template and your mailing list again. Most experts agree that companies aren’t getting enough mileage out of their materials. So safe yourself some money by making a few small changes and send them back out!

Tip #5: Seek Professional Help

Does this all seem like too much? Maybe you’re just too busy to be bothered. If that’s the case, the best thing you can do is partner with a print company that you trust. We’ve prepared countless direct mail campaigns and have more than a few insider secrets to keep your costs low. All you have to do is ask! It can’t get easier than that.

With these budget-minded tips and tricks, you’ll soon find that stretching your marketing dollars further is simpler than you may have thought. Contact us today to get started saving! 

QR Codes: Where and How to Use Them

(Photo courtesy of Wikimedia Commons)

So, if you’re toying with the idea of addinga QR code to your next direct mail campaign, here’s what you need to know:

QR Codes Work

There is still some debate as to the effectiveness of QR codes. Some say they don’t pull in the numbers, others say they do. What’s causing the controversy? Many direct marketers aren’t using the technology correctly. However, when QR codes are smartly placed and properly used, the results speak for themselves. A 2013 report from ScanBuy shows 6.7 million scans in just one month.

They’re Not Limited to Retailers

Sure, QR codes are great for retailers. You scan, you get a coupon, BAM. Your chances of turning a prospect into a customer just skyrocketed. However, that’s not the only industry that benefits from the use of QR codes. Restaurants, such as The Melt, are now using the tech to allow their customers to quickly place an order. They scan the code as they walk in and before they are seated their order is already on the grill.

The use of QR codes even extends as far as the big screen. Producers used QR codes to help promote the 2010 movie Inception by placing them on t-shirts, posters, and other merchandise for consumers to scan. The code took them to website titled ‘What is Dream Share?’ - a page specifically designed to add intrigue and suspense prior to the big release date.

But There Are Limits

Ok, let’s get something straight here. QR codes can be great, but they do have their place and that place is not on the side of a speeding bus. How could anybody scan a code if it’s flying by them at 45 mph? Nor does it pay to place one on a poster in a subway station, where mobile service is questionable at best. Always keep accessibility in mind, and use the same logic when considering placement on your postcards and mailers. You won’t see any gain if your prospects can’t access the code.

With a well-considered strategy, QR codes can provide a wealth of opportunity you otherwise may have missed.

What’s your take? Have you come across any particularly innovative or creative QR codes? Tell us about it in the comments!