Step 2: The Mail Piece

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Whether you are sending a post card, a self-mailer or several inserts in an envelope, the mail piece needs to be well-designed so it catches the eye and the interest of the recipient. Seven seconds is the amount of time a recipient looks at a direct mail marketing piece before deciding what to do with it - read it now, set aside to read later, or discard. The appearance of the mail piece usually accounts for 20% of the response rate.

 

In today's world of color, we recommend that you send full color mailers, regardless of size. The price of full color printing has dropped dramatically and is now affordable in quantities as low as 200 pieces. Using full color also allows for the use of stock photography, professionally-designed graphics and color used to emphasize a point and guide a reader around the mail piece.

 

Another possibility is to use a stark black-and-white design, as this will stand out in contrast to full color pieces. If you want to try this technique, please consult with us on the best paper to use for the mailer. Black and white can be dramatic; it can also look cheap depending on the design, printing process and stock used.

 

Give us a call at (719) 591-0790 or email info@lxprinting.com for information or an appointment on how best to set up your piece.