IT’S NOT JUST ABOUT LOOKING GOOD.
Design is vital to direct mail success because no matter how enticing your offer is and how fantastic the copy is, it’s all to no avail if it doesn’t get read.
Design on its own won’t sell your product — that’s the copy’s job. But the design will help your piece get noticed, opened and read.
DM design is not about awards, it’s about capturing the eye and leading that eye to your offer. Design in DM really has only two functions — get the copy read and make it easy to respond (no mice-type and no reverse out copy).
There are all kinds of rules that should be adhered to when designing effective direct mail and we know them all because when you’ve been creating effective DM campaigns for as long as we have (80 years) it becomes second nature.