When designing direct mail, it can be easy to simply consider how it looks. Is the call to action big and bold enough? Are the images eye-catching and colourful? Is the headline snappy?
But you could also think about the texture of the piece.
A video by DirectMarketingIQ explores the importance of making your direct mail ‘feel good’, explaining that the texture of a DM can make or break a customer’s choice to complete the action you wish them to take.
Texture provides another dimension to direct mail, giving it a tangible presence in a recipient’s hands and reinforcing the message that the DM’s content is trying to convey. By combining more than one sense, a DM using an interesting texture has more impact on its target audience and grabs attention.
“The texture of a DM can make or break a customer’s choice to complete the action you wish them to take”
The stock and quality of the paper used is a simple but effective way to introduce texture and provide a lasting impression. For instance, a heavy matte paper reminds recipients of luxury, with a smooth feeling and a tangible, almost authoritative weight to it. A coarser, unrefined paper made from recycled material suggests sustainability and environmental awareness, which in turn suggests conscientiousness and looking to the future.
You can enhance the effect of the paper with a range of printing techniques, such as raised ink, embossing, and engraving, all of which add another dimension of texture and quality to a direct mail piece.
Texture is just one aspect to consider when crafting a DM;
you can watch DirectMarketingIQ’s video to find out more.