Is Your Direct Mail Trustworthy? 6 Ways to Make Sure It Is
Direct mail is a very popular and effective marketing channel. According to MarketingSherpa, 76% of people trust ads they receive in the mail. But do they trust yours? If you are not getting the expected response rate on your mail pieces, you could have a trust problem.
There could be many reasons why your direct mail piece is not trustworthy. In order to get the best ROI, here are some key things to focus on as you design and write copy for your direct mail campaigns.
- Testimonials — Real reviews from real people make a big difference. Be sure to use reviews that are clear and specific, as they are more believable. Make sure to include their names and, if possible, pictures. Of course only include ones that are relevant to what you are selling on your mail piece.
- Cluttered — When you provide too much information on your mail piece, it can be confusing. People like skimming, so make it easy for them to understand what you are saying. You don’t want them to feel like you are hiding something in all of that extra copy. Bullet points and bolding will help highlight the most important information.
- Content — Be direct and specific with your headlines, calls to action, and copy. Be realistic with your statements and promises. Authentic and direct messaging is the best way to build trust. Do what you say and say what you do. Under-promise and over-deliver to build customer loyalty.
- Dated — Are you writing new copy for each campaign or are you picking up old copy? Check your copy for out-of-date wording. These days, information is changing very quickly. Your copy needs to change, too.
- Fonts — Your choice of fonts matter. Fonts that are hard to read or super small sizes elicit suspicion. Use easy-to-read fonts. This does not mean you have to stick with Arial or Helvetica; you can still be creative with easy-to-read fonts. Do not use all caps. While it is OK to use smaller font sizes for less important information, there is no reason to use a 6pt font size on your direct mail.
- Images — Are you using images with just your product in them, or are you using images where people are using your products? People relate to other people; make sure that you use images that include people.
Clear and compelling messaging is necessary to make the right impression. You only have a few seconds before you end up in the trash.. Your message is your brand promise; it cannot be vague and open to interpretation. This also includes over-promising or using bait-and-switch tactics. These things leave a very bad impression about you and your products or services.
People buy from people and companies they trust. Are you one of them? It’s not just what you say on your mail pieces, it’s how you say it that matters most. Honesty is the best policy, so stick to the golden rule. The colors you choose affect your prospects' and customers' moods, so make sure you are using the correct colors to go with your message. Not sure what the colors mean? Check out the colors post. Now you are set to create the most effective direct mail campaigns.
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: email@example.com, on LinkedIn, or on Twitter @sumgould.