direct_mail_color_psychology

Applying Color Psychology To Direct Mail

Color is a key influencer in one’s decision to make a purchase. Although your messaging needs to be strong, color can prevent your message from resonating with your target audience. This is why it is important to know the audience you are targeting and what specific colors for this audience would be best to use. This is important because according to Satyendra Singh, it takes only 90 seconds for a customer to form an opinion about a product. Moreover, 62-90% of that interaction is determined by the color of the product alone.We are going to give you a basic understanding of color psychology so you can optimize your direct mail campaign with greater intent.

Basic Color Generalizations

When you are approaching your color selections, you should be aware of on a basic level what color categories evoke in the the viewer. According to an article by the Entrepreneur called 10 Direct Mail Secrets,” typically “warm colors are exciting and energizing; cool colors are relaxing and refreshing. Bright colors speak loudly; dull colors suggest quietly.” With these in mind, you can start to narrow down what color scheme would be best suited for your direct mail materials. Of course, when color is involved you have to consider price, that is why you should limit your direct mail piece to one to two colors. Not only will it save you money, it will also make sure you don’t overwhelm your prospect—in this case, more is not better.

Narrowing Down Your Colors

So the main concern of any color selection is determining which ones will help produce conversions. Here is a basic rundown of what color each means from Color Psychology In Marketing: The Complete Guide:

  • Red-emotion, love, fear, and survival. Due to the latter, it is important to use it sparingly. It is a great color to get someone’s attention.
  • Orange-physical comfort, warmth, food, and shelter. Excites appetite.
  • Yellow-happiness, uplifting, radiant. Excellent option if your message is positive, but this color also should be used sparingly for it is known to cause anxiety if used too much.
  • Green-nature, peace, harmony, balance. Great for reducing stress and promoting overall well-being.
  • Blue-cerebral, mentally relaxing, non-physical response. Useful for producing a sense of calm and trust. Used too much though can make one feel cold and disconnected.
  • Purple-spiritually uplifting, physically soothing, energetic, imaginative. Can evoke opulence, magic qualities, and mystery. Too much purple can be distracting.
  • Pink-sensitive, nurturing, romance. Evokes a sense of understanding, but too much can make your message come off as immature.
  • Brown-stalwart, symbol of protection, stable. Brown can come off a bit boring, but as with all colors, it’s all about context.
  • Black-serious, independent, evil, death. This is a double edge sword for too much can produce the last two unwanted reactions, but used sparingly can be used with great effect.
  • White-purity, clean, peace. Can trigger a sense of new beginnings, but can also cause someone to feel isolated or lonely if used too much.

Picking The Right Colors

As you can see, color can make or break the message you are trying to convey. Carefully consider how you want your target audience to react to your message, and use that to focus in on what colors would be best. With each color, there is a threshold that you will determine if it is just the right amount, or too much, which can change the meaning of your message. As with all marketing strategies, the best place to start is gathering as much information as you can about your audience. Doing so will make sure you do not select an ineffective or misleading color.

Effective_Direct_Mail_Data

How To Target Baby Boomers: A Direct Mail Strategy

How To Target Baby Boomers: A Direct Mail Strategy

 

According to the Population Reference Bureau (PRB), the number of baby boomers currently in the U.S. numbers around 76 million. That is almost one-quarter of the entire U.S. population, making them a prime target for marketers. One of the best ways to reach the baby boomer generation is through direct mail. However, it is critical that you don’t approach this like your other direct mail marketing campaigns. Here are some things to keep in mind as well as some useful tips when developing your direct mail marketing campaign targeting baby boomers.

 

Besides Their Population Size, Why To Target Them

 

The baby boomer generation controls approximately 70% of all disposable income in the U.S. This generation is quite affluent and empowers them to make buying decisions. But this does not explain why direct mail would be a good marketing channel to use. According to Neil Patel in his article, How to Reach Baby Boomers, Gen-Xers and Millennials with Your Online Marketing,” the baby boomer generation “are more likely to respond to direct mail campaigns than any other generation.” Another factor to consider is how many of them are reaching retirement age, and have more free time to engage with content. According to a Marketing Chart Study that surveyed purchase influence among baby boomers between the ages of 50-68, they found that “more than 3 in 10 survey respondents reporting that direct mail had influenced them to purchase a product or service during the prior 6 months. Interestingly, that was the most commonly-cited purchase influencer of 16 identified, ahead of word-of-mouth and online consumer reviews.” With these things in mind, you can see why direct mail is a prime marketing option. To make sure that your campaign reaches them effectively, keep these things at the forefront when crafting your message.  

 

Be Straightforward Rather Than Creative

 

When you are drafting your copy, make sure that your message hits home on everything and does not come off vague. According to the Entrepreneur in “5 Ways to Effectively Market to Baby Boomers,” they say, “seniors want to see everything spelled out in print. It’s far more important to use the right language than catchy copy.” Any sort of ambiguity or lack of information can cause them to not trust your offer or leave with them unanswered questions. This is why the article goes on to say, “Address every potential question a user may have. Include the answers in printed brochures, direct mail materials, and make the information easily available on the website.” Brainstorm all of the questions that someone may have after your reading your copy, and find a way to work the answers into the final marketing piece.

 

Dump Conventional Wisdom

 

Many of us have a certain predisposition to retirees, which misleads marketers into thinking falsely about baby boomers. In Eric Cosway’s article, “Send baby boomers direct mail and let the magic unfold,” he states that, “conventional wisdom has long been that retirees value comfort, stability and the relaxation of a quiet life. Just as they defied the conventional wisdom of their era as teens, baby boomers are defying today’s stereotypes of retirees.” It is important not to cater your message with this in mind, for it will most likely fall flat on its face. Cosway makes a good point that the baby boomer generation actually shares more things in common with their children than they did with their parents, such as, “adventure, change, achievement, and happiness.” He boils it down to one basic principle, “don’t make them feel old.”

 

Shoot Straight and Focus The Message

 

Considering how the baby boomers are quite receptive to direct mail and are in a position with greater spending power that other generations, you want to make sure that you nail your message. Your call-to-action should be very clear and simple. When composing your copy, don’t leave anything out. Any question unanswered is just one more reason why they should throw your copy in the trash rather than following through with the action you want them to take. And lastly, keep their personal values in mind, and flush the retiree stereotypes down the toilet.