Making the most of your limited-budget campaign: 6 essential tips

Enrich your mailers – and messages – without breaking the bank
Paul Knowles Senior Director, Marketing Pitney Bowes
21/11/2023 Digital Transformation

If you're seeking ways to amplify your marketing efforts without draining your budget, look no further. Here are six practical, cost-effective strategies to enhance your mailers and messages:

1. Invest in professional designers 

Even if you're on a budget, never underestimate the impact of a well-designed mailer. Engaging a professional designer can significantly elevate the quality of your work. Craig Simpson, author of The Direct Mail Solution, recommends considering freelancers with a track record of direct mail experience. The key is to create a design that complements and highlights the copy, not overshadow it.

2. Postcards could be your answer 

As one of the most affordable formats, postcards are not only cost-effective but also high impact. Why? Because recipients don't need to open an envelope to get your message. Statistics show that households are more likely to read and keep a direct-mail postcard than other forms of mail.

3. Upgrade your paper quality 

A seemingly small change like using glossy, silky or heavy paper stock can make a big difference. Such materials make your mailer appear more valuable and are only slightly more costly if your mailer is a postcard or a simple letter.

4. Use colour strategically 

Colours are not just decorative elements; they contribute to your brand personality. For instance, yellow communicates sincerity while blue signifies intelligence and trust. Use colours to reinforce your brand messaging, especially in printed materials.

5. Experiment with PURLs 

Personalised URLs (PURLs) can boost engagement rates by an astonishing 90%*. Marketing firms specialising in PURLs can help you integrate this tool into your campaign at a reasonable cost.

6. Never skip testing 

Finally, before you invest in an expensive mailer, it's wise to test it against a less costly one. Through testing, you can evaluate whether the additional spend on a pricier design yields a higher response rate. Is it easy to read? Is it simple to respond? Does it align with our campaign goals?

These tips offer a starting point to ensure your limited-budget campaign can still deliver maximum impact.

*“How to Optimize Landing Pages and PURLs,” Jacobs & Clevenger