As we step into 2024, more marketers are recognizing direct mail as a standout channel for audience connection and customer acquisition. The impact that mail piece design has on customer experience and campaign performance is taking center stage, with industry research finding 83% of direct mail marketers are gearing up to test new creative strategies this year.
A successful test strategy requires an accurate pulse on current design trends and consumer expectations. This article will explore key insights from recent direct mail consumer research on which mail elements leave a lasting impression on the audience and positively impact campaign ROI, as well as those that can result in a missed opportunity.
Why Direct Mail Design Matters
Your copy and design work together to produce a successful direct mail package and will surely impact how the recipient engages with, and responds to, your piece. The creative needs to be engaging enough to encourage them to take the next step of opening and reading your message. And once they do, a clear message and call to action will prompt your audience to take an additional step towards conversion. Your mailing list will help you reach the right audience, but your direct mail design will drive the response.
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Keep reading on Who’s Mailing What! for the top 3 elements that give a positive impression of direct mail, the top 3 elements that give a negative impression, and three examples of successful campaigns.
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Prefer to listen? Check out our podcast The Direct Effect: 2024 Direct Mail Design Trends |