Direct mail lives or dies by its design. You need to craft a campaign that is not only compelling and enticing, but that looks great too. To help your campaign stand out from the crowd, we've pulled together three top tips for direct mail design:
Your direct mail should always reflect your brand values and be easily identifiable with your organisation. An easy way to do this is by using the same colours, fonts, and design elements across all of your marketing campaigns, including your direct mail. That way, your recipients will already know who the mail is from before they read it, and it will ensure that your direct mail campaign is consistent with the rest of your marketing operations. Too often direct mail campaigns are not integrated with other marketing strategies, but consistent branding is an easy way to remedy this. Applying the same colour scheme, fonts and values to all of your content will also strengthen your brand and make your whole marketing campaign more effective and consistent.
Whilst you want to design a direct mail campaign that's great to look at, you need to make sure that the overall message is not lost. Sometimes over-designing can get in the way of what you're actually trying to say, so make sure that your direct mail is readable. A good way to do this is to use simpler sans serif fonts, over more complicated serif options, and ensure they are large enough to be read easily by all of your recipients. Also, make sure that your images don't encroach on any of the text.
Personalisation is one of the main key benefits of using direct mail, so make sure you make the most of it. Customers want to be recognised, addressed by name, and informed only of offers and products they will be interested in, so use as much of the information they give you as you can. This will create a stronger bond between your brand and the recipients, make your direct mail more effective, and add a human touch to your campaign.