For businesses that are looking to develop new leads, direct mail marketing should definitely be considered. Though it’s often thought of as a relic of the past, direct mail remains a powerful tool for small businesses looking to build brand awareness and boost sales. When planned carefully, direct mail can be a highly effective marketing strategy that offers a personal touch and the ability to target a specific audience.
However, to plan a successful direct mail campaign, you’ll need to think about small details like the size of your mail piece. What is the best direct mail size? Many businesses wonder what the most effective mail size is for their campaign. The right answer will depend on the individual business and industry. We’ll discuss the ideal size of direct mail for various types of businesses and campaigns, so you can build a successful direct mail campaign in the future.
The Basics of Direct Mail Marketing
It’s essential to understand the fundamental principles of a direct mail marketing approach. Direct mail involves sending promotional materials directly to potential or existing customers through the postal service. These materials can range from postcards, flyers, brochures, catalogs, and letters, all of which come in different sizes. The size of your direct mail piece can affect how it’s perceived, the amount of information it can convey, and its overall impact.
However, deciding what size mail piece to use can be challenging, as you want to choose the most effective option. The best way to help decide which option is right for you is to consider your budget, type of business, and campaign goals.
The Benefits of Postcards
Postcards offer a unique set of advantages that can make them a valuable asset in your marketing strategy. There are several benefits of using postcard-sized mail pieces in your campaign that you may want to consider before choosing a size, including cost, visual impact, simple creation process, and deliverability.
One of the most significant benefits is the overall cost of postcards. Compared to other larger sizes, postcards are a cost-effective option for your direct mail campaign. Their simple, flat design and compact size often result in lower printing and postage costs compared to larger, multi-page materials. This affordability allows businesses of all sizes to leverage postcards for their marketing campaigns, even those with limited budgets.
We even offer different-sized postcards for EDDM, so you can choose the option that’s right for your price range. So, if you’re looking for a high ROI from your campaign and low production/postage costs, opting for our EDDM package is a great option to stay within your budget.
Another benefit of the postcard size is the simple creation process. Producing postcards is a straightforward process. You don’t need to invest in elaborate, multi-page designs or complex layouts. The limited space on a postcard encourages simplicity and forces you to focus on a clear, concise message. This simplicity in design also means that postcards can be produced quickly, saving both time and resources.
How mail is perceived can have a big impact on response rates within your campaign. Postcards have a distinct advantage when it comes to deliverability. Unlike sealed envelopes, which may trigger suspicions of junk mail, postcards are completely visible. The recipients can instantly see the content without having to open anything. This transparency makes postcards more likely to be delivered and seen by your target audience, which can lead to higher response rates.
Businesses That Should Consider Postcards for Their Campaign
What is the best direct mail size for local businesses? For some businesses, especially those with a localized or highly targeted audience, postcards can be an excellent choice. Postcards are generally small and compact, making them an ideal choice when you want to deliver a concise, visually impactful message.
For example, local restaurants, cafes, and boutiques would all benefit from using a postcard for their campaign. The size is large enough to promote their offers, such as new menu items, promotions, or store events.
Additionally, this direct mail size may be perfect for campaigns with time-sensitive incentives. If your campaign involves urgent or limited-time offers, postcards can quickly convey the message without overwhelming the recipient with too much information.
Other businesses and industries that could benefit from using postcard-sized mail pieces for their campaign include ones that rely on high-quality images in their campaigns. This might include real estate agents, photographers, art galleries, or fashion brands. With a postcard, you can let your images do the talking instead of creating long-written content.
Fliers
Some businesses may wonder what is the best direct mail size for a variety of marketing purposes. Fliers offer plenty of versatility as they have more space than postcards, so they can be used for a variety of different campaign goals. Overall, there are a couple of distinct advantages that you can expect from utilizing fliers for your direct mail campaigns.
One of the main benefits of their large size is the ability to grab attention. Well-designed flyers are more likely to be noticed and read, making them a valuable asset for direct mail campaigns. Businesses can create elaborate and eye-catching designs that are more likely to be noticed and read by the recipient despite competing for attention with other mailers. So, if you’re looking to stand out from the competition, try for more detailed and visually appealing layouts. Businesses can use the extra space of fliers to incorporate vibrant colors, high-resolution images, and captivating graphics that immediately grab the recipient’s attention.
Another benefit to this size of direct mail is being able to incorporate more information. Unlike postcards, which are typically limited by their size and designed for concise messages, flyers provide enough space for information-rich content. This makes flyers an excellent choice when you need to convey detailed product information, service descriptions, event schedules, or other comprehensive content. With a flyer, you can include in-depth explanations, charts, testimonials, and more.
Businesses That Should Consider Fliers for Their Campaign
What is the best direct mail size for service-based businesses? Fliers offer more space for information and creativity than postcards, making them ideal for service-based industries, since they are versatile and can work well for a variety of businesses and campaign types. For example, service-based businesses, such as hair salons, gyms, and repair services, can use flyers to list their offerings and pricing in a clear and organized manner.
Some services that often provide expert-level information for their customers, may want to opt for a flier because it allows for more space to include information content. For instance, a financial service business would do better with a flier rather than a postcard if they want to send out an informational and knowledge-based direct mail piece.
Additionally, retail businesses may find fliers more useful when they want to promote a range of products. Clothing stores, electronics retailers, and supermarkets can all benefit from showcasing a wide range of products, discounts, and promotions.
Some businesses may also want to use a flier size if their campaign is centered around promoting a workshop, event, or fundraiser. The large size provides enough room for captivating visuals, as well as important event information.
The Ideal Size for Your Campaigns
What is the best direct mail size for your campaign? The answer to this question depends on your business and campaign goals. If your campaign is dependent on having loads of informational content, a flier-sized mail piece will be more effective than a postcard. However, if you’re looking to promote a simple, time-sensitive offer, a postcard is more effective to convey this message than a large flier.
You should also take into account your project budget. For small businesses working with a limited budget, opting for a small-sized postcard may be the best way to save money and optimize ROI. It’s always important to consider choices that align with your price range. Additionally, you’ll need to consider how your message and design will be affected by the chosen size. Some designs and content may work better with a larger canvas, while others thrive on the simplicity of a smaller piece.
Overall, the ideal size for your materials depends on your business type and campaign goals. If you’re looking to build an effective direct mail campaign, you can take a look at our varying size options. Our simple and easy-to-use platform can help you get started on creating a successful campaign no matter whether you need a postcard or flier-sized mail piece.
