Direct mail is one of the world’s venerable advertising systems, a spin-off from the text-heavy ads that used to appear in magazines. Reduced to almost a pure science through obsessive list management and refined copywriting techniques, it remains an amazingly effective means of branding, acquisition and retention. (Look no further than Citibank, who distributes tens of billions of acquisition pieces every year.)
Advertising agencies know what works and what doesn’t. Those who deal in producing direct mail often specialize in direct mail, and they have teams of writers, creative directors and designers working in tandem to produce exhaustive campaigns.
Design Tips for Non-Agency Types
For the lonely freelancer who may not have agency experience, there are some guides to get your design off the ground and help your client see strong results.
1. Color — Use It, But Use It Well.
A consumer opening an envelope to find a sheet of white paper with blocks of small black text is an invitation to the circular file. Consider using colored type in the headlines. Try borders, gradients, even pictures if the design is full-color. It will...
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