Making direct mail envelopes more creative may engage consumers and attract more sales leads, an expert has suggested.

Mark Haslan, a specialist at Overnight Prints, stressed that marketers do not have a second chance to make a good impression so they should strive to present their direct mail content in an interesting and appealing manner.

He pointed out that consumers are naturally sceptical and suspicious of unsolicited direct mail, so if a brochure does not give an immediate good impression, they are unlikely to open it.

“Developments in printing and production technology allow small business owners to be more creative with their direct mail, while still keeping costs low,” Mr Haslan commented.

“Collecting customer preferences could further help a business personalise the front of their direct mail marketing envelopes.”

In a recent article on the Marketing Interactions blog, Ardath Albee, B2B marketing strategist at Marketing Interactions stressed that marketing content should be as interactive as possible in order to broaden a company’s reach.

Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing

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