Design for Response

Although the mailing list is the most important part of a direct mail program, the copy is a close second. But don't forget the creative. Your creative package needs to do three things:

1. Be read/get opened
2. Be visually appealing and cause an emotional response, and
3. Effectively communicate the offer

The copy and creative must be interdependent to ensure the piece’s success. It's vital that the creative complement the written word, both in style and substance. If you find the art overpowering the copy, or distracting from the message, it's time to rebalance the piece. Remember, the goal is to make the cash registers ring, not to win design awards.

Postcards should follow the famous line from an old Clint Eastwood movie- "A man's gotta know his limitations." Keep it simple. Focus on one, maybe two of your major selling points. Color sells, so definitely go with color, both sides! Don't scrimp on the mail-panel side- that's where your prospect's name is (the most beautiful word in the world- to them). Sell with a coupon, offer something for nothing (can you say FREE?). If you have a product or service that is too complex to sell direct, use the postcard to entice someone to receive more information.

Key Elements

Strong headline
Offer (s) with an expiration
Benefit statements
Call to action

Additional Tips

Bright, warm colors increase response
Product shots work best if presented large
Bold and direct is better than slick and serene.
Use a strong headline – it’s the one single design element that boosts response most.

Mail Panel

Don't forget when you’re planning the piece to leave adequate clear space for the mail panel on the second side. It must be roughly 2” x 4” with enough room for the address, postage permit imprint (indicia), barcodes and postal endorsements. See pages on our website for templates and guidelines for mail panel design are available on this website under Tips & Tools.