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Many factors come into play when creating a direct mail piece. The color, design, lettering and message are all extremely important when trying to catch a potential customer’s attention, but which is the most important when attempting to increase redemption rates?

While bright colors and crazy designs can get someone to look at your direct mail piece, if you want someone to actually act on your offer, you need to have a strong heading. The heading on your direct mail piece serves as the introduction of your potential customer to your company. With any type of greeting, you want to represent yourself and your company well. A strong, clear, and concise heading will help you do this.

In person, one can introduce themselves in many different ways: a handshake, high five, or hugs are just a few. The same goes for the heading of your direct mail piece. Whatever kind of first impression you are trying to make, the heading of your direct mail piece can accomplish it.

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In order for a direct mail marketing program to succeed, the postcard or card mailer must be mailed frequently. Catching the attention of a customer is great, but what you really want to do is stay inside their head. So, if you have tried changing the font of the lettering or the color of the design of your direct mail piece and still haven’t found an increase in redemption rates, you might just need to be mailing more often.

How often should a direct mail marketing program mail a direct mail piece? It’s a great question and the answer will vary depending on the company and the product or service they offer. In order to find out how many times you should be mailing, you need to do some testing. If you’ve tried mailing three times a year, this year try four. If your sales decreased last summer, try sending out special coupons during the same time this year. The only way to find out what you are doing right or wrong is to keep testing things out.

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Companies involved in direct mail marketing programs are fully aware of how difficult it is to catch the attention of a customer and to then have them act on the offer. Spending money on paper ads that are thrown away without even a glance seems almost pointless. But what if you could combine these ads with something that you already mail out to customers; something you know they will take the time to look at? Wouldn’t that increase the chances of your ad being seen?

In an article entitled, “Bills Expand Advertising Options for Companies,” Christopher Lawton of The Wall Street Journal talks about “transpromotional marketing.” Instead of including postcards and other paper ads with their statements or bills, companies are now putting the ads directly on the statement or bill. While the paper ads would usually be instantly discarded, the bill or statement is almost always read.

According to the article, transpromotional marketing “makes it more likely a customer will see promotions because roughly 95 percent of people open and look at their bills and statements.”

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