How to Design Direct Mail Pieces

The United States Postal Service (USPS) reports delivery of over 80 billion pieces of direct mail annually. Each piece of mail represents the cumulative efforts of designers, writers, printers, postal workers and even recycling plants. Direct mail is big business. Good direct mail designers know that step one is writing a strong, concise and creative brief.

Things You'll Need

• Design software
• Art and permission to use it
• Copy
• Postal regulations
• Relationship with a printer or mailhouse

Instructions

Write a Creative Brief

1. 

   A good creative brief is a detailed, concise, one-page document, outlining your goals and general direction for the direct mail piece. Whether you plan to design the piece yourself or outsource it to a design professional, the creative brief is a critical step in thinking through your direct mail campaign.
   A creative brief should include the following: 1) project description; 2) primary project goals (maximum of three); 3) target audience; 4) key messages (maximum of three); 5) tone; 6) required logo, color scheme, art; and 7) due date.

2. 

   Define the design specifications. Decide specifically what pieces should be included in the direct mail package, their dimensions, paper stock and coatings. Your direct mail piece may be a simple postcard, a multipanel self-mailer, or an envelope with contents. Think through your options and write out detailed instructions, also known as specs, for your printer.

3. 

   Create the graphics. You will need a good design software, and there are many on the market. "Adobe Creative Suite 4" is state of the art, highly comprehensive and required by many large companies. It is not, however, highly intuitive. For basic needs "Broderbund Printshop 23" and "Microsoft Office Publisher 2007" are excellent, user friendly programs. Programs like these make powerful, professional design capabilities available to almost everyone, using simple point and click technology. With them, you can easily design envelopes, brochures, newsletters, annual reports, postcards and brochures.

4. 

   Write the copy. When writing for a visual medium, like direct mail, you have only a fraction of a second to engage the reader's attention. Keep the following guidelines in mind: 1) Include a prominent call to action; 2) Be brief; 3) Keep your copy highly focused; 4) Use active verbs; and 5) Use a font size, style and color that is easy for your audience to see.

5. 

   Proof your package carefully. Review your entire direct mail piece as if you were a recipient seeing it for the first time. If possible, have someone else review it with fresh eyes. Double check for spelling, grammar, punctuation, trademark placement and any branding restrictions.

6. Coordinate carefully with the U. S. Postal Service to ensure that your direct mail piece complies with all postal guidelines and regulations. If someone else needs to approve the piece before it goes to print, be sure to get their sign-off. Then email your design file and detailed instructions to your printer or mailhouse.

References

• USPS Revenue, Pieces & Weight Reports
• USPS Standard Mail Guidelines