Do you ever have that feeling of “forgetting something?” Well when it comes to preparing for a direct mail campaign there are core items you don’t want to forget. First of all, make sure you have a clear understanding of who you are targeting. This key element will determine your imagery, copy and offer. Use of bold headlines, short compelling copy, strong imagery that connects with the audience and a clear call to action are all core elements in creating a direct mail piece. But, what about the use of color? Should you use color on both sides of your piece?
In the February 16 DMNews Technique Column titled, Color Your Campaigns to Boost Results, experts weigh in on whether using color in direct mail campaigns boosts results. Our very own CMO, Eric Cosway is featured.
The key takeaways listed are:
- Color usage driven by the value in the consumer data that you have collected really works. Give it a test.
- Using Web-to-print tools can help manage campaigns and remove valuable hours or days from the cycle time.
- Color can effectively increase brand recognition and call out important information.
- Use color for branding elements. According to a recent study by the Color Marketing Group, a firm researching how color affects marketing, color can increase brand recognition by up to 80%.
- Color can make your marketing efforts stand out from the crowd.
Take a look at the article before you design your next piece and let us know how using color in your direct mail campaigns has worked for you.
