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.