Most businesses settle for a basic centerfold or tri fold, simple and predictable. Maybe a flyer or ticket look if they feel particularly daring. But one of the best ways to increase sales is to make what you already have more appealing. Don't create something new. Revise what you have. And the first place to start for your next direct mail campaign is the fold, one of the first things your audience is going to see.
Direct mail has the potential to pique someone's curiosity and make them want to know more about you. All too often, the folds are not employed to their greatest advantage. Instead of leaving them bland and boring, spice them up and create an appealing and out of the box look.
Use Folding to Get Their Full Attention
Curiosity is hard wired into us. As soon as we see something closed, we want to open it. Take advantage of this with your folds. The folds will work in conjunction with your graphics and headlines. Insert the interactive component in such a way that they are looking at all of the material you have prepared and have to take some step to get to the really good part. Consider using a tear strip, a pull tab, a sticker, or a secret message when directions are followed. Make it so that when they open up your direct mail advertisements they want to put it all together and see what you're talking about. Even something as simple as a zipper can make sure that they have your full attention by the time they've open it.
Just make sure though that you have the important information centered and not near the crease or tear lines.
Make Your Mail Memorable
Incorporating an appealing fold into your mailing campaign does even more than grab their curiosity. It keeps the folks remembering who you are and what you were mailing them about, turning your direct mail campaign into an even bigger success. Creative folds make your mail stand out among all of the others. Some of the fancier ones with pinch folds or snowflake pull outs may even be decorative enough that your audience will be tempted to keep them around. Additionally, the actual people who see your direct mail campaign is likely to increase. Once folks get your incredible fold, chances are they're going to want to show other people. The more creative and unusual it is, the greater the buzz. And when your audience starts showing people your cool new advertisement, you reach more than ever before.
So be sure to have the important information nice and visible so that when they're passing it around at the grocery store or library everyone can see what it is you're doing and what they should be doing about it.