The Importance of Photos and Graphics in Direct Mail
“A picture is worth a thousand words” and can be essential to capture the donor’s attention. Conveying a message with a photo or graphic can drastically increase the chance of your text being read and engage in a much better response rate. Not only will an image draw the donor in, but it also provides personalization to your organization.
Benefits of Images
It will attract attention. Using a photo or graphic will draw the donor’s eye to the copy, making it more likely for them to be engaged to read that copy. It will enhance understanding. This will quickly communicate your message and have your donor get that message with just a glance. It will make your direct mail personal. This will allow the donor to understand your cause and want to read more to understand.
Best way to use photos or graphics
Image quality: For print purposes, you must use a high-resolution, high-quality image. If you do not use a high-resolution photo, the image will be pixilated or blurry.
Relevance: Use a photo or graphic that is directly related to the message you are sending. This will pique the donor’s interest of the message before reading the copy and will have them wanting to read for more information.
Placement: This is one of the most critical aspects. It leads the donor to where you want them to look first. The image will draw them to the most important element and get their attention to the copy you want them to read.
Color: Pick the right colors that influence the emotion you are trying to convey. The color you choose can have an intense effect on your message. Although, the best colors could be the colors that represent your brand. If they already know your colors with logos and such, they should already know your message.
Keep in mind the color of the paper you are printing on as well. If you are printing on yellow stock, any photos or graphics will come out looking yellow. The brightness, color and quality of the paper stock will influence how the photo or graphic will look once printed.
White space: Put some white space around any images to reduce clutter and increase readability.
In conclusion
Using photos or graphics will significantly improve your response in capturing the attention of the donor and making the content more appealing. A well-thought-out image will increase the chances of the donor reading your message. But make sure that image is a high-quality image to show professionalism. And consider the placement of your photo or graphic. Make sure it is placed where it will draw the attention to the key information. Use colors that make your brand so the donor will know what your message is stating before they even read it.
We can help implement these strategies by crafting direct mail pieces that stand out in the mailbox, using unique teasers that draw donors in. Connect with our experts today, to customize a direct mail fundraising strategy that gets results.
