A mail order brochure is a printed advertisement, usually in the form of a booklet, pamphlet, or leaflet, that marketers and businesses use as a tool to advertise their products and/or services. This brochure is typically mailed directly to potential customers, typically through a direct mail campaign.
As a form of advertising, a mail order brochure is one of the most cost-effective and powerful methods for businesses to inform and attract their target audience. It allows a comprehensive overview of a business’s offerings in the form of a physical mailing, and thus provides an excellent way for a business to target potential customers. Additionally, it can be used as a tool for cross-selling or up-selling, as well as to promote brand engagement and loyalty.
When creating a mail order brochure, it is important to consider the elements that make a brochure effective. These include everything from the layout and design to the message and the call to action. Below are some general guidelines and best practices to bear in mind when creating a mail order brochure.
Layout and Design
Layout and design are crucial elements to consider when creating a mail order brochure. The correct positioning of text, images and colours should be considered to help with readability and ease of comprehension. A noticeable header and well-organised sections can also help guide readers through the brochure and keep their attention focused.
Content
When creating the mail order brochure, the content should be short, concise and easy to read. The content should be compelling and showcase the benefits of the business's offerings in a succinct manner. Additionally, any promotions or discounts should be clearly defined in order to capture the reader's attention.
Call to Action
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The inclusion of a call to action that is prominently displayed will ensure that the reader knows what to do after reading the brochure. This could include an invitation to contact a store representative, obtaining further information, or registering for an upcoming promotion.
Barcodes and Codes
Including a unique barcode or code in the brochure can help track the effectiveness of the mail order brochure, as well as measure the return on investment from the direct mail campaign.
Proofreading
Proofreading is an essential part of the process and should not be overlooked. Throughout the creation process, errors in spelling and grammar can occur, and it is important that these are identified and corrected before being sent to the printers.
Printing
The size and quality of the print should be considered when printing the mail order brochure. The paper weight should be appropriate for the design and content, and should be of a high enough quality that the brochure is attractive when delivered to the customer.
Finally, once the brochure has been printed, it should be sent to the customer via a suitable method in accordance with the regulations surrounding postal marketing in the UK.