DO:
Keep your layout clean and airy, stick to one or two typestyles, break up your message with bold statements, and give your offer prominence.
DON'T:
Clutter up your layout with too many images, bury key points (especially your offer!), make it difficult to tell who it's from, or overuse color.
Using Photos
If you have something to sell, tell people why it's great - and show them. A strategically positioned photo or illustration can work wonders for your mail piece, and it's a great way to show off your featured product or service. Instead of showing a photo of your product or service, try using related images to create a mood for your mailing. A florist advertising Spring Specials could show a smiling couple to express the joy flowers bring - instead of just showing a bouquet of tulips.
Consider purchasing or borrowing a digital camera and taking your own photos to upload and place into your mail piece design. Buy illustrations and photos from stock photography Web sites for reasonable rates, or consider using royalty-free art, which is less expensive and offers more flexible usage. Or download free images or purchase CD-ROMs from royalty-free stock photo houses to use images as often as you like.
Printing Your Direct Mail Piece
These days, it's easy to create and print your own professional-looking Direct Mail pieces with a computer and a desktop printer purchased from your local office supply store. Or you can photocopy your design on colored paper for a quick and affordable flyer.
Local print shops can give you a high-quality print, depending on your budget. To ensure that printing fees match your wallet, keep the following tips in mind:
- Visualize your audience, who they are, and how your product or service appeals to their needs.
- Choose a standard format size - these are more cost-effective to print and mail.
- Highlight key messages with color to help your mailing stand out, but remember that using color will raise your printing costs.
- Select the right kind of paper for your job - prices vary for different weights and finishes.
- Avoid reprint costs by carefully proofreading your mailing before it's printed.
- Give the printer plenty of time to get the job done - a rush job may cost more.