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Follow on Google News | How Recipients Behave With Your Printed Direct MailBy: PrintUK.com 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’? Check out one of our previous articles: Printed Envelopes Give Your Business Advertising the Edge! (http://blog.printuk.com/ 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 (www.marketingdonut.co.uk/ 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. End
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