How to Make Images Work in Your Direct Mail Campaign

The most effective direct mail pieces are timely and personal. The variable data map mailer in photo one was geared toward people who were moving — when their need for a new bank, doctor, dry cleaner, or car mechanic was at its peak. It features a tear-off map with directions from the new residence to the business location. This example is from Ballard Market.

We have all heard the phrase “a picture is worth a thousand words.” Smart marketers know strong, powerful images should always be included in a direct marketing campaign. Choosing the right photo to complement your campaign is important, and can make or break that vital first impression. The right images can lead to promising results. Direct mail typically consists of three components: the creative, the message and the offer. The image you choose falls under the creative category, and the message and offer further build upon and support that image

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