A piece of direct mail has only a few seconds to grab the attention of a potential lead. As they sort through their mail, they make instant decisions about whether to toss it out or open it. If it’s a postcard, then it’s already “open” but does it have an image to catch the eye of the reader? Visual marketing is all about communicating your value to the customer through pictures.
It’s imperative that you understand the value that marketing photos play in your direct mail campaign. Consistent imagery across your brand tells a story even more-so than the text that accompanies it.
- Text with accompanying images enjoys 95% more engagement than articles without images.
- Nearly 70% of shoppers say the product image is very important when making their purchase decision.
How Visual Marketing Affects Buyers
They say a picture is worth a thousand words and there is a reason for that. Images help your targeted clients visualize your product or service. Often, they capture the attention of the reader BEFORE a headline or a slogan.
Eye-tracking studies show that when images are relevant, readers spend more time looking at the images than they do reading the text. (Source)
No matter if you are running an online campaign, sending direct mail, or printing marketing materials, the image research still applies. Good marketing photos are more likely to grab your audience’s attention than if you just use text alone. If your images are relevant and include “real” people as opposed to models, the statistics go up even more. (Source)
Where Can You Find Good Images?
The best way to create an eye-grabbing direct mail campaign is to hire a direct mail marketer to help you design your offer. Ask if they have conducted testing on the best images to use for direct mail. Do they help write the accompanying text? What about presentation? Some direct mail companies handle everything from envelope selection to drop-off a the Post Office.
Often they will have access to photos or help you determine the best images to use from your company’s existing resources. Remember, photos play an integral part in communicating your brand. Consistency is the key to establishing your identity in the client’s mind.
Mail Manager Helps You Find the Right Images
No matter what type of direct mail you plan to send, promotional or informational, your goal is engagement. At Mail Manager, we help you craft a compelling letter or offer and then design the presentation. Every step of the way, we are there, sharing years of experience and testing results. That way you know what works and what does not. Let us show you the best way to use visual marketing in your direct mail campaign.