How highlighted text can be a powerful part of your direct mail marketing campaign

When it comes to direct mail campaigns, the main aim is always going to be that yours stands out against the rest. This means that you need to look at ways to ensure that you really get your message across.

You should never underestimate the power of the fonts and size of text that you use. It is no secret that different font sizes, the boldness of the font and underlining is a great way to draw attention to a particular phrase, however, not so many people seem to use it in their direct mail marketing campaigns.

Why use highlighted text in direct mail marketing campaigns?

One of the main reasons to use highlighted text within your direct mail is because it directs your customer to exact place that you want them to look. You can use it to highlight the main message of your campaign, such as the release of a new product, a discount special or perhaps just who you are.

This means, that even if the recipient doesn’t read through the text in its entirety, they are still likely to understand the basic message.

How to get it right

The idea is that you need to create a clear, snappy and succinct message within your highlighted text. It should draw attention and show the customer that you have something to say. It also needs to be of value, after all, there is no point creating a highlighted piece of text that doesn’t actually say anything at all.

You also don’t want to make the rest of your text redundant, they need to work together to draw attention, and then ensure that the reader wants to follow on by reading everything else that you have to say.

It is also a good idea to try and stay away from bold colours that really conflict when using highlighted text, otherwise you could actually end up taking away from the power of the highlighted section.

Other ways that you can make your text stand out

Want to make sure that your marketing text has a good impact? It isn’t only highlighted text that you can use. There are a number of other ways that you can make your text stand out. Here are some of the ideas you can try out:

  • Sending postcards rather than letters or leaflets
  • Using brightly coloured and designed envelopes that demand to be opened
  • Don’t stick to the usual rectangular shapes, try something a little more exciting
  • Experiment with foil printing to add something extra to your mailshots

A great place to start with any direct mail campaign is with an expert company just like us here at Mail Shot International. We are experts in direct mail and we can make sure that your efforts really pay off!