Direct Mail Tips & Tricks

Envelopes: When using an envelope for your direct mail marketing piece, remember that people open envelopes from the back. Therefore, be sure that the envelope inserts face the back (flap side) of the envelope. This is especially important, as AIDA (attention, interest, desire, action) depends on the recipient reading material in a specific order.

Post cards: When using a post card, remember that the post man organizes the mail with all the addresses facing the same way. This often means that the first thing the recipient sees is the side of the post card that contains the mail panel. Therefore, make sure this side of the post card is as well designed and eye catching as the reverse. If you haven't captured the recipient's attention in seven seconds, they may never turn the post card over to see the other side.

Post cards: When using a post card, consider cutting down on the size of the mail panel. The mail panel must conform to USPS requirements, but especially on large post cards, that does not mean the mail panel must occupy one-half of one side of the post card.

Letters: Use a Johnson Box – a headline above the text of the letter – to state the main message of the offer or catch the recipient's attention.

Capital letters: In general, refrain from using all capital letters anywhere in the direct mail piece. They are hard to read, take more of the recipient's time, and reduce the impact of the mail piece.

The Sales Letter

The sales letter is an essential part of a direct mail package sent in an envelope. Here are some ideas for writing an effective sales letter.

Tone: be friendly and personal and write conversationaly (that is, like you are talking to the reader). Use the second person (you).

Format: use a standard format – one inch margins, 10 or 12 point type (depending on font), adequate spacing between paragraphs. Include a P.S. that contains your main message, asks for the order, or makes an offer. The P.S. is always read.

Sense of urgency: create a sense of urgency for response by giving a deadline for reply or offering something for the first number of responders.

After you have completed the letter, put it aside for a while, then read it while pretending you are the recipient. Note your reaction – were you convinced or did you decide to ignore the letter?

When you have a draft you are satisfied with, ask someone else to read it and offer suggestions for improvement.

Tips For Using Type Effectively in Page Layout

Tip1: Match the size of the type to the column width. Some grid designs call for wide or narrow columns. In general, use a small type size with narrow columns and a larger type size with wide columns. Columns that have fewer than five words per line are difficult to read and retard comprehension; adjust the type size accordingly.

Tip2: Learn about reverses. Reverses - white text appearing in a black background - should be used sparingly, often for emphasis. If you like the look of a reverse, try creating an initial capital letter by reversing a single letter, or reverse page numbers for design effect. In addition, select the fonts for the reverse carefully. Fine serifs and thin letter strokes may not be visible when reversed.

Tip 3: Distinguish between hyphens, en dashes and em dashes. Hyphens and en dashes are punctuation marks. Each is a different size, and each has a specific use. Hyphens (-) are the smallest and are used to hyphenate words and to separate characters in a phone number. En dashes (–) are used to show duration or range (such as January 1–31 or #76–100). Em dashes (—) are used in place of single or double hyphens to indicate a parenthetical phrase or to set apart clauses in a sentence. En and em dashes can be found in the character set of the font you are using.

Tip 4: When necessary, adjust character spacing for best appearance. Using typographer's marks (such as quotation mark's and en and em dashes) and adjusting the spaces between characters for visual appearance adds a professional touch to your typesetting that will distinguish it from word processing. The degree of attention paid to the size, shape and spacing of individual letters in a document is up to you.

Is there a recommended font and type size for age groups?

There are type size guidelines for several age groups, all designed to promote readability. In general, the younger or older your readership, the larger the type size should be.

For predominantly senior readers (age 65 and older), set body text in 14 to 18 point. In particular, avoid fine print (8 point or lower)

For readers in the 40-65 age group, use 11 or 12 point body type.

For general audiences, body type of 10-11 points is suitable.

For young children or beginning readers, select a larger type size (14 points).

If you don't know the age of your readership, or if your readership spans a large age range of adults, use 10-11 point type. In addition, remember that the actual and apparent size of a font may appear different. For example, some fonts at 12 point appear visually smaller than others.