brochure printing, direct mail

If you’re sending out direct mail, then it will often comprise of more than one piece of printed media. For example, a recipient might open your printed envelope and inside they will find a personalised letter which is accompanied by a printed leaflet or brochure, and perhaps a postcard. Together, they tell the complete story that you want those receiving your communication to understand and appreciate.

A vital question to answer

That said, here is a crucial question to consider. How much of your message will they fully understand if your carefully crafted communication is ‘shattered’? What this means is that, often, those creating the direct mail piece will use the combination of elements to tell a complete story. It’s also frequently the case that the recipients are expected to access what they receive in a certain order – they read the formal letter, open and read through the accompanying impactful brochure, leaflet or flyer, and then respond by using a printed postcard.
Check out one of our previous articles: Printed Envelopes Give Your Business Advertising the Edge!

Customers choose their own reading order

However, people are awkward, and not always by design! On opening the envelope, the letter may quickly be cast aside in favour of the colourful brochure. The postcard might fall to the floor and be picked up and examined before the other items in the package. Because of this, there is one vital point where many direct mail communications sadly suffer…

Make each part actionable

Each part of the communication should carry enough of the story to be actioned on its own. Once you’ve identified the key points you wish to make and the action you are eager for the reader then to take; by picking up a single piece this whole story should be clear to them. This is vital, not simply because the individual might reorder their reading priorities as previously described. It’s equally possible that this person could pass only the brochure on to a colleague or subordinate for them to consider. If you have set up your communication in a way that means the postcard is the way you wish them to respond, you are now fighting against the odds to gain the level of response you wish for.
Checkout this great article from Marketing Donut offering a few tips and tricks to help your next direct mail marketing campaign: Running a direct mail marketing campaign
Making quality printing pay by using PrintUK.com

When you spend time carefully designing your direct mail communications, possibly including printed envelopes, and then use our high quality printing work, knowing that it will reflect so well on your business, it surely pays to make sure that any recipient has the maximum opportunity to fully understand and then respond.

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Join the conversation! 1 Comment

  1. […] Checkout one of our previous blog posts to help you design your envelopes: How Recipients Behave With Your Printed Direct Mail […]

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PrintUK.com is a long established family-run print company based in the Tees Valley. Specializing in high quality lithographic and digital print. Our machinery is state of the art and is continuously updated to offer the best in print quality. We pride ourselves on customer service and relations in terms of responsiveness, dependability and competitive prices. Our friendly team of experienced and specialised staff are flexible to the needs and requirements of the customer. We continually asses all company activities in order to lessen our carbon footprint, and in recent years we have reduced our non-recyclable waste by 66%. By advising clients on stock, size, pagination and finish, we aim to minimize inefficiencies and wastage on their jobs, also providing them with direct financial savings. We are certified with the FSC (Forest Stewardship Council) and World Land Trust, which ensures that our specified papers are from sustainable, legal and well-managed forest sources, and therefore we are able to bear the FSC logo on your printed products. Continuous innovation and progression in raising our industry standards has helped provide better print and minimize our environmental impacts. For more details and insight into our business you can visit our website at: www.PrintUK.com If you would like to get in contact you can email us at : Hello@PrintUK.com or call on 0845 2993 923

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