Why is visual data such an important piece to include in your mailers?

Your direct mail marketing campaign isn’t complete without images and other visual data, and if you aren’t currently using visual data, you could be seriously missing out. We’ve all heard it said that a picture is worth 1,000 words, and in marketing, that rings true in every medium. Visual data connects with us on a whole other level, and it stays with us for a lot longer than just the written word. Our brains are fine-tuned for holding onto the visual content we encounter, and which makes it an essential part of your direct mail marketing campaign. However, it’s just as important to choose the right visual data for your mailers as including it at all, and that’s why we’ve come up with these tips to help you pick the right visual data for your mailers:

#1. Keep your branding in mind.

Whether you are including a stock image, a product image or even an infographic in your mailer, it’s essential to keep your branding in mind. Your branding is the single most valuable tool you have in your marketing arsenal to sum up who you are and what you do. It should also be instantly recognizable, allowing your clients and customers to immediately recognize that the mailer is, in fact, yours. Don’t pick an image if it doesn’t compliment and work hand-in-hand with your branding.

#2. Don’t use an image to replace the content.

Although an image may be worth 1,000 words, it doesn’t necessarily mean that an image can be used to replace 1,000 words. Even if you are including visual data that has a lot of information built into it, like an infographic, you shouldn’t use it in place of the content. Ideally, your visual data is most powerful when you use it to compliment the content in your mailer.

#3. Pick an image that matches your message.

Many companies that utilize direct mail marketing end up making the mistake of choosing visual data that is aesthetically pleasing but doesn’t necessarily help them sell a product or service. When you’re selecting your visual data, try to worry less about how it looks and more about what it says to your readers.

#4. Think about your targeted demographic.

Whether you’re picking an image or writing out your message, never forget about your audience. When choosing visual data for your business mailers, think about the gender, age, income, location and ethnicity of your target audience. The more you are able to identify with your audience, the bigger the impact your mailers will have.

#5. Avoid using low-resolution images.

The visual data will often be the first thing your readers notice as soon as they open the envelope your mailer was sent in, and if it doesn’t look good, your mailer is likely to go straight into the trash. Nothing ruins a good direct mail design like a low-resolution image does. When you look at an image or visual data on a screen, it is not necessarily indicative of what you’ll get in print. Keep in mind that images are required to be at least 300 dpi for the majority of commercial printers, but the average screen resolution is typically only 72 dpi.

Visual data is an essential aspect of your direct mail marketing campaign, but it’s not always easy to find the right visual data. Hopefully, the above tips will help you find more success in your campaign. However, if your mailers get thrown away before they are opened, all of that work you put into finding the right image will be for not, and with our custom printed envelopes, you can decrease the chance that your mailers will be thrown away unopened. Shop with us today!