Marketing Commentary from interlinkONE
Multi-channel marketing communications - all in one!
Mailer Design 101
Posted by 
on Saturday, April 18, 2009 
at 6:21 AM 
in Mailer Design 101
I’m asked to do various task concerning design elements throughout each week – but one of the most common would be to design a direct mailer.
Direct mail is one of the most popular ways to reach out to prospects and here are a few things to keep in mind when designing what will land on their doorstep.
Know Your Contact:
It’s important to send mail that is relevant to your prospects wants and needs. If you send out content that is in no way helpful to them, you’re now spamming your prospects, and what good is that? Make sure you address them directly. Personalize your direct mailer “Hello Jamie” is probably the simplest way but if you have more data put it to use. “Hello Jamie, just a reminder that your dog Teddy is due for his monthly grooming.” Small bits of personalization can keep your mailer in hand, instead of in the trash.
Don’t Overwhelm:
We’ve all come across commercials on television that screams at you “THIS WEEKEND ONLY!”, “OUR CUSTOMERS LOVE US – YOU’LL LOVE US”, “YOU KNOW YOU CANT MISS THIS” – There’s text everywhere, images flying across the screen, fast music, its overwhelming! When you send your mailer out it’s important to put as little text as possible. Simplicity is key, let your prospect take in your point; intrigue them, if they want to know more they’ll follow up. But, if you send them a card full of testimonials, one time only deals, and a full description of your company’s history you’ll lose them before they read one line.
Try Out Different Designs:
Don’t stick with the first idea that comes into your head – Grab some markers and scrap paper and just sketch. You don’t’ have to be an artist to layout a mailer. A box can represent an image, scribble line – well that’s text. No one needs to understand it but you! Once you find a layout that works throw in some filler text and images in a design program, print it out and let it sit in front of you for a few days. You’ll notice type that you want larger, colors that could work better, and show it to friends for feedback.
