The Advantage of Simple Direct Mail Marketing Campaigns
With Macromark being in the direct mail business as long as we have, we’ve seen countless varieties of campaigns. Some campaigns are immensely creative and complex, with designs and copy that go great lengths to capture the attention of the targeted consumer. While there should be no limits on creativity, there is a need for thought to be put into how the end user will interact with the piece. As imaginative as you aim to be, the actual purpose of your campaign can’t get lost in the presentation.
The KISS acronym (“Keep It Simple, Stupid”) has been used time and time again as a measuring stick in many industries. The line between what is innovative and what is just a bit too much can be difficult to decipher for any marketer during a campaign. And when fighting for the attention of a consumer, it’s tempting to go over the top.
Simplicity, though, most certainly has a place in direct mail marketing. And being simple doesn’t necessarily mean what you think. Simplicity isn’t attributed to length or, in some cases, doesn’t even refer to the complexity of the design. Simplicity in direct mail marketing is how clearly you get your message across to the end user.
It really comes down to distraction. Was that bow around your product easy to untie, or did it frustrate the consumer to the point where they tossed it to the side? Did you need to include copy on both the front and the back of that postcard in a handwriting font that was difficult to read? Marketers need to ask themselves if their creativity is productive and if it adds to their message, or if it’s distracting.
A good way to find out whether or not mailing out is easy to interact with is to test it—not with targeted consumers, but with someone not involved with the campaign. Watch how they engage with the piece, get their feedback, and ask questions about whether or not your overall message was clear and precise.
At the end of the day, the most important aspect of any marketing campaign is the results. And in our years of experience at Macromark, the best results are achieved when the message is clear and uninterrupted. Of course creative copy is great and Macromark encourages our clients to be as creative as possible, but don’t let creativity obscure the greater purpose.
Macromark continues to deliver results to our clients. We know what works best and how to effectively get our clients a return on their investment. The balance between creativity and simplicity is one that we’ve crossed many times and our experience will help ensure that however our clients communicate their message, it gets into the hands of the right consumer.
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