Same Experts. New Name.
SeQuel Response and FM Engage are now Franklin Madison Direct. While our name has changed, everything else remains the same: our people, our process, and our passion for driving measurable results through direct marketing.
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Direct mail design plays a crucial role in shaping customer experience, building brand trust, and fostering consumer loyalty. Developing direct mail creative that captures attention and drives action can be challenging, but that’s where Franklin Madison Direct excels. Whether you’re seeking a direct mail campaign that features QR codes, striking visuals, or a completely unique approach, you’ve come to the right place.
Quality creative is crucial in having an effective direct mail campaign. Here are some key insights, according to research conducted by Celtra:Â
The average American household receives over 500 pieces of marketing mail every year. That number may make it seem like designing an attention-catching direct mail piece is impossible. Thanks to FM Direct, it doesn’t have to be. Our team has put together seven tips to revive traditional direct mail formats and content. Plus, we dive into how innovative direct mail enhancements can positively impact your brand’s performance.
Don’t make your audience search for your brand story and value proposition—lead with it! This is especially important as congested marketplaces and accelerated digital content lead to a continued decline in consumer attention spans.Â
If you are struggling to pinpoint exactly what your brand is or feel like you are drowning in a sea of competitors, then define what you are not. This answer will build your brand narrative and allow you to confidently identify your value proposition, ultimately informing the rest of your creative composition.Â
Unlike X, you don’t have to limit your direct mail copy to 280 characters. Take advantage of this. Tap into your storytelling skills and leverage your design space to fully immerse your audience in your brand story.Â
Use conversational copy to magnify your value and guide readers through the piece. Language such as, “we’re here to help” or “let us guide you,” keeps your tone authentic, sincere, and engaging.Â
72% of consumers agree that it is crucial to purchase from brands that reflect their own values. Take advantage of customer feedback, surveys, and social media conversations to gain insight into your target audience’s mindset. Specifically, watch for confirmation or rejection of your brand voice and authenticity to verify if you are on the right path.Â
Look beyond traditional direct mail channels for design inspiration. Fashion, pop culture, and TV shows are a direct reflection of marketing and design trends. These mediums can prove to be vital resources when developing a creative direct mail package—particularly when brand relevance consistently tops the list of consumer desires.
When designing for direct mail marketing, positive and authentic human imagery (such as faces or hands), helps consumers effectively connect with your brand and trust its message. Consumers that feel connected to a brand are 57% more likely to increase their spending and 76% more likely to choose that brand over a competitor.Â
Calming and reassuring color palettes are also proven to have a positive influence on brand recognition and purchasing decisions.
Universal Principles of Design research tells us two things:Â
Designers and copywriters must work in close collaboration to build a cohesive and impactful direct mail package. The right combination of focused messaging and distinctive imagery is sure to give your audience a memorable experience that is truly unique to your brand.
Design is subjective and the longer you scrutinize a piece, the more changes and edits you will have. The recommended review time for direct mail creative is four or fewer days during each design stage. This allows your team time to give the piece a comprehensive review without rushing or prolonging the project.Â
To keep your creative from going stale, it’s important to continuously challenge it by regularly testing new or revised direct mail designs. As a best practice, always refer to past concepts to see what you’ve tried and how it affected results.Â
A leading home services brand wanted to ensure its mail program was achieving maximum performance, so it tested three unique creative packages against its control. Each test concept was strategically designed with different elements to truly identify what resonated best with the diverse and growing audience.
After two consecutive testing periods, all three creative direct mail tests outperformed the control package by more than 15%, contributing to a 54% increase in sales.
Just like consumer behaviors, the mail industry and design strategies are ever-evolving. Don’t be afraid to challenge the status quo and enhance your direct mail package with creative and engaging design elements.
The frequency at which you should change your direct mail creative depends on several factors, including your campaign’s goals, audience response, and overall performance. Here are some guidelines to help you determine when it’s time to refresh your direct mail design:
By frequently evaluating your direct mail performance and audience response, you can maintain fresh, engaging creative that continues to capture attention and drive results.
A successful marketing campaign starts with a clear objective. Direct mail campaigns focus on one main goal: driving immediate action, whether it’s customer acquisition or retention. Every element of your direct mail should prompt an action—like making a purchase or signing up for a service.
Tailor your creative strategy to the campaign’s purpose. Acquisition campaigns need bold, attention-grabbing designs, while retention efforts benefit from personalized messaging that nurtures existing customer relationships. Regularly testing and refining your approach ensures your direct mail continues to resonate with your audience and achieve your goals.
At FM Direct, we’re passionate about helping you craft unique direct mail pieces that really stand out. For inspiration, explore our favorite direct mail examples to get your creative juices flowing.Â
The FM Direct team loves direct mail marketing for one simple reason: It. Still. Works. And we know how to make it work even better for your business—quickly! Whether you’re new to direct mail, have tried and faced challenges, or are dealing with a plateaued campaign, we’ll show you how our proven strategies can unlock your next level of growth and profitability. Contact us today to start transforming your direct mail results!