I am a direct mail fanatic. I go to my friends and ask them for their unwanted junk mail. Then I scan to find the diamonds, and trash the rest. Did you know that several studies today claim direct mail has a lifespan of about 10 to 20 seconds before the reader tosses it in the recycle bin? To prevent this sudden death, savvy marketers are now using color and personalization to hold the reader’s attention. So if that is the case, why are we not seeing better direct mail? Let’s put this one to the test. The following mailer was for a trade show. I title this one in my collection “Gemma in Lights”. This mailer is one of my favorites because it creates buzz, curiosity and excitement. First, and most importantly, the mailer captures my attention by placing Gemma’s name on the on the marquis! Now who wouldn’t want to turn this over? I did, and saw “GEMMA” in lights followed by “This show is about one person — YOU.” What a simple approach of applying color and personalization to capture and hold the readers attention.
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