19 Ways to Punch Up Your Creative
Experienced writers and designers who do email and direct mail marketing know this for a fact: The littlest things can add up to make the biggest difference in response and sales. How much attention are you paying to details like these?
1. Perfect your preheaders. Use the area at the very top of your email as a teaser for your email’s content and to increase mobile opens. (Not familiar with preheaders? Watch this webinar.)
2. Play with postage. Yep! You don’t have to settle for a standard (boring) indicia. While the post office does have its rules, look into just how creative you can get in creating your own indicia.
3. Factor in your ‘from’ line. From lines work with subject lines to get emails opened and read. Test using a person’s name versus your company or brand name.
4. Your order, please. Think of direct mail order forms and website shopping carts as more than ho-hum housekeeping details. Make them easy to understand, complete and return. Pay attention to details like providing enough space for fill-ins, making instructions easy to read, and streamlining purchasing and payment options.
5. Long live your deadline. Don’t bury it. Mention it more than once in highly visible hot spots. Feature it in a violator.
6. Excuse the interruption. Violators (aka snipes) are design elements that interrupt space to draw attention. While starbursts are an easy out, they also can be a cop-out. Create your own violators that either fit the overall design of your project … or don’t. Remember, a violator’s job is to stand out and draw the eye like this one from See’s Candies 2015 Christmas catalog.
7. Build better borders. Borders are a tool designers use to define spaces and call attention to offers, products and other important information. Don’t rely on standard “vanilla” borders when designing your own can be more effective. Create borders that draw the eye, manage eyeflow, and enhance your overall design.
Patrick Fultz is the President/CCO of DM Creative Group, a creative marketing firm producing work across all media. He’s an art-side creative, marketing strategist, designer and lover of all things type. His credentials include a degree from Parsons School of Design with 15 years of teaching at his alma mater, over 40 industry creative awards, and he previously served as President of the John Caples International Awards. Always an innovator, Fultz was credited with creating the first 4-color variable data direct mail piece ever produced. He continues to look for innovative ways to tap the powerful synergy of direct mail, the web, digital and social media.