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Direct Marketing » Tips & Facts, Best Practice | 23.02.2016

3 ways to use images effectively in direct mail

Direct mail is still a great way to engage with prospective customers and get your brand out there. Using images can make your direct mail even more effective at converting leads in customers - but are you using them correctly? To help your business get the most out of its direct mail campaign, here are three top tips for using images effectively in direct mail.

1. Make them support your call to action

The main aim of every direct mailing is to provoke an emotional response in the reader, which encourages them to buy whatever products or services you're selling. We all know that calls to action are a great way of encouraging this response, and using images to back them up can make them even more effective. However, this doesn't mean that your image needs to directly demonstrate your call to action, for example, you don't need to include an image of someone using a telephone after encouraging your prospective customers to call you. Instead, try to use images that reflect the emotional message of your direct mailing. Whilst they may not directly support your call to action, they will do the same job, and hopefully encourage your readers to buy your products or services.

2. Only use high quality images

Too many businesses don't pay attention to the quality of the images in their direct mail - but it really does make a difference to how your customers perceive you. If you received two direct mailings from different businesses offering the same product or service at the same price, would you go with the company that used blurry, poor quality images, or the one that used crisp, focused photographs? I know which one I'd choose. Your direct mailing is a reflection of your brand, and using low quality, blurry images will make you look unprofessional, and will detract prospective customers from buying your products or services.

3. Be wary of stock imagery

Although stock imagery may be the cheaper, easier option for sourcing your direct mail images, it will not have the same effect as unique, tailored images that really represent your brand. They may present a larger initial cost, but unique images will make you stand out from the crowd, and will make you appear more professional to your prospective customers.