Despite the changing trends of marketing, direct mailing remains one of the profitable measures, if done right. Read on as we talk about common mistakes most brands and agencies make with direct mail services.
- Using low quality images and logos. Images and logo of your brand represents it, and clients often lose their trust when they find faults or poor-quality pictures. Save your logo to 300dpi and use images of larger sizes, which can be scaled for printing.
- An unplanned and poor layout. Once the layout has been created and approved for printing, there isn’t much you can do if it doesn’t really reflect the purpose of your campaign. The best idea is to print a sample, so that every element, call-to-action notifications and image can be checked for impact, alignment, and other details.
- Avoid the bleeds. If you extend any image to the edge of the printing page, there is a high chance that the image will appear to be slightly short, leaving an unsightly white line on the edges. The best designers always extend the image for about 5mm beyond the actual layout, which ensures that it appears until the end of the sides of the page.
- Not getting the colors right. Common, two common printing systems – RGB and CMYK – are used for commercial work, and designers often have a hard time judging the colors. It is possible that the colors on the screen don’t match the printed material. Keep in mind that changes might be required, so talk to your agency to understand the production process better.
- Low quality finishing. When you are trying to sell something that’s really expensive, you have to be a tad more cautious about the stock material used and finishing. The quality of your marketing mail tells a great deal about what you are selling, so yes, budget might be a concern, but for a special item, the final mailing material should be just that – special and expensive.
- Complex direct mails. People want to know what your product and services are about. In short, don’t complicate your direct mail, because the purpose is to evoke a response. The customer should know how to read/use the mail and take the next step.
- Heavy mail. Many marketing experts go overboard with creativity and don’t consider the weight of the direct mail, which eventually costs more for postal services and reduces returns on the investment.
Are you making any of these mistakes?
