How to Design Direct Mail

Many companies send out seasonal direct mail campaigns to capitalize on holidays.

Direct mail involves sending product or business information directly to households. Direct mail is typically used by local businesses that want to target customers in a defined geographic region, such as a certain ZIP code. Most direct mail consists of either a flier, pamphlet, coupon or sales letter. The lower cost of direct mail (usually between 5 to 10 cents per individual mailing), targeted geographic approach and effectiveness make this traditional form of direct marketing an attractive option for many businesses.

Things You'll Need

• Graphics design software

Instructions

1. Brainstorm the direct mail campaign's intention. For most businesses, the intention is sales; however, companies should communicate other relevant information. For example, the intention may be to introduce a new product, seasonal sale, new location, coupon or store renovation.

2. Write the copy. Copy is the sales information or wording that will be used on the direct mail piece. Include business details (phone number, address, website), product information, specials or sales, coupons and other relevant business information. For example, if the business is new to an area, it would want to highlight its grand opening.

3. Determine the format for the direct mail campaign. There are many formats a company can choose from. For example, typical formats include: postcard, three-fold pamphlet, two-fold brochure, sales letter and coupons. Call local print shops and review printing costs, since they vary depending on the format, quality and color. Ask the printer about file formatting; this will help in the design process.

4. Design the direct mail. Open your preferred graphic design program. Set up a new file based on the parameters of the recommended printer. Use plenty of colors and graphics to capture the eye of the customer. Royalty-free graphics can be found online by doing a simple search. Include all the written copy and highlight important features, such as locations, hours and contact information. Save the work and send to the printer.

5. Find a distributor. USPS offers direct mail services, but so do many independent local direct mail providers. Do an Internet search for "direct mail" and the "company's city" to find private direct mail providers. Select the best business based on price, reputation and services offered.

References

• Kristofcreative.com: direct mail advertising design
• Postcardsmart.com: Direct Mail & Postcard Design Tips
• Directcreative.com: How to sell products with direct mail inserts