5 Eye-Catching (and Affordable) Direct-Mail Techniques

By Cheryl Keedy

When to use this format: This multichannel format might have some additional (albeit nominal) up-front costs to create the digital aspect of the campaign, but it is one of the most effective ways to capture email addresses, especially if you intend to grow your online communications in the future. It’s also a great multichannel format to showcase to a younger audience, who will likely appreciate it.

5. Check mark graphic
A check mark implies inclusiveness and a favorable response. In this Wells Fargo example, the bold check mark is used to convey “yes,” “verified” or “completed.” I’ve seen “presumptive” acquisition formats in which the inserts or benefits listed are pre-checked for your “convenience.” Try adding a check mark or arrow to emphasize a point. Handwritten/hand-drawn ones are especially noticeable.

When to use this format: This technique is perfect for subscription or donor renewals on the reply device. Or, why not use it for simply drawing attention to something important in the letter (think: in lieu of a P.S.)?

I hope you were inspired by my selection of commercial mail. Keep an eye out for an upcoming issue where I’ll discuss some really unexpected techniques that could work for your organization, as well.

Meanwhile, if you discover a nugget of inspiration in your mailbox (or if you created one for your organization), I’d love to see it! Please email me and tell me what it is (sending a photo is even better). Maybe your mailing will be highlighted in my next DM Deconstructed.

Cheryl Keedy is senior strategist of direct response and marketing formats at Production Solutions. Reach her at ckeedy@psmail.com