Up Close and Personal Mailshots

In an earlier blog, we delved into the world of mailshots and the value of creating unmissable mail moments for your clients and potential customers – which is exactly what we’re so good at, here at Mailing Expert, without wishing to blow our own trumpet too loudly. (But doing it anyway!)

For your mail shot to be noticed and read – well, that’s what you want, isn’t it? – there are certain measures you have to take. How else will your DM campaign be an effective means of promoting your product or services – and cost-effective too? We’re here to help you get your messages noticed and your deals considered.

Looking good?

When you’re designing your mailshot, whether it’s a letter, postcard or flyer, think about who it is that you want to engage and design it accordingly. It’s important to know your audience. Are they young mothers? Silver surfers? Professionals? City dwellers? Undertake some research into the sort of aesthetics that will appeal. That might sound like stereotyping but, in reality, it makes marketing sense. If it’s relevant to whoever you’re targeting then they’re more likely to read it.

If you don’t feel confident enough to create something in-house then you could make use of our professional design and printing services.

The personal touch

Are you more likely to read something that’s addressed to you by name or something generic? There’s really only one answer to that question and at Mailing Expert we have the means to personalise each item you send out with the customer’s name. Be careful, though, to make sure whatever you send is genuinely relevant to that person and sent at an appropriate time. It will backfire badly and make your company look sloppy if it’s a poorly targeted mailshot.

Words matter

Be brief. It’s strange to say, maybe, but thinking up a few choice words and a snappy headline actually takes a lot longer than writing great chunks of text. It’s worth the time taken – every minute of it. Directness, a dynamic central message and clear instructions about how to proceed if someone is interested are crucial. People are always busy these days. If a piece of writing takes too long to process, guess what?…it will be discarded.

Be warm and engaging. It’s a great way to start building a relationship with someone, or consolidate an existing relationship. Think about humour and edginess, if that fits in with the personality of your brand.

Tried and Tested

Don’t just get your mailshot printed and sent off without testing it out on colleagues or people you know from the relevant demographic. Far better to tinker a bit with design and wording before it’s too late. Above all, proofread and proofread again. There’s nothing more calculated to give the wrong impression about your company and the significance it places on attention to detail than a mailshot which has spelling mistakes, words missed out and apostrophes where apostrophes shouldn’t be.

Value for money

Follow all these suggestions and your mailshot will reap rewards for your company, tempting new customers and impressing others. Your name and brand will be out there and remembered for all the right reasons for a long time to come.

Contact us on 01825 983033 if you’d like our help.

Mailing Expert

The font of all knowledge? Part 2

As promised in Part 1 of this series, this blog will address the issues and opportunities generated by the use of fancy fonts.

Fancy fonts are fun!

There are literally thousands of fonts to choose from these days, some of them completely free to download, some of them requiring a licence. In fact, it would be quite easy to drown in a sea of fonts that are now available and it’s for that reason that many people stick to what they know. However, with careful thought, it’s not necessary to be over-cautious. Success may come to those who are prepared to go that little bit further to find something out of the ordinary to make their brand stand out from the rest.

Even the names suggest a sense of fun and originality. Here are some of our favourites:

  • Bleeding Cowboyif you know Uckfield, this was used on the shop front and website of Elysium Engraving
  • Ecofont – actually takes regular fonts and fills them full of holes so less ink is used when printing!
  • Charcuterie Ornaments – “homage to the inventiveness, passion, and care of peasants” – apparently.
  • Doctor Cosmicucumber – the less said the better…

They certainly raise a smile in a world which can be dull and monotonous.

Web safe fonts – myth or reality?

Thinking about websites, in years gone by, only a few so-called ‘web safe’ fonts could be used, because it was impossible to see a fancy font on a computer which hadn’t already got it installed.  A default font would appear instead. This meant that all text on the internet looked pretty much the same.

One of the ways round this was to replace written text with an image of the writing, such as a .jpg. Such a clunky solution! It looked sloppy, considerably slowed download time and was a sure way to deter anyone from bothering with your website.

Without getting too technical, in these enlightened days there are a number of developments which allow an astonishing array of fonts to work well across the whole array of digital media. CDNs (Content Delivery Networks), such as Google Fonts or Typekit, do exactly what is required, freely delivering content like fancy fonts to consumers.

This aside, it’s still important to test your font choice to make sure it performs well across different environments. For example, email coding is not yet that adventurous, so sticking to tried and tested fonts in that medium is probably best.

Consider legibility

Not all fonts have been designed with legibility in mind. They’re simply created to make a bold typographic statement and not intended for large chunks of text. If you choose something that is too overpowering, it may distract people from your message – they’ll be too busy admiring (or hating!) the typeface instead.

Especially where websites are concerned, it’s best to use highly fancy fonts only for decorative purposes or for headlines. They’re a great way to get attention. For the body of your text, restrained is better because it’s easy to read. For print purposes, it’s slightly less of an issue because people dwell for longer upon cards, flyers, letters and brochures; however legibility must still be a paramount consideration.

A combination of different fonts may be effective but we all have to be careful not to create a mish-mash that’s confusing to the eye. Fonts come in families, so you could use variations of one typeface to make the final result more cohesive.

Interesting research about fancy fonts

To round up this blog, we’ve been fascinated to read some work undertaken by neuroscientists Hyunjin Song and Norbert Schwarz of the University of Michigan. They have discovered that, in certain circumstances, using harder-to-read fancy fonts can be a positive, even though it slows down the reading process. Apparently, it suggests to a consumer that more effort and skill is needed to create the product or service. They used restaurant menus as an example, presenting subjects with the same menus – one printed in fancy and one in simple font. The skills needed by the chefs to produce the food on the fancy font menu were rated much higher than for those on the simple menu – hence, higher prices could be justified!

It’s always a balancing act, isn’t it? Overdo this idea with your own marketing material and people may not bother to struggle through it, which they would as a captive audience reading a menu in a restaurant.

Here at Mailing Expert, we can help you to design material using appropriate fonts to make the end results both compelling AND legible.

 

Mailing Expert