Direct Mail Design That Is Working NOW
Grant Johnson, president of Johnson Direct, concurs. "There is more use of dissecting the outer — and using the entire space as a meaningful canvas will continue to be done."
Over at Modern Postcard, where Keith Goodman is vice president of corporate solutions, the same trend is occurring. "Every type of media that we are involved with is becoming increasingly more visual. Why would direct mail be any different?"
4. Treat, rather than trick, them
Prospects will look at things that interest them. Simple as that. But Patrick Fultz, a direct mail designer and president of DM Creative Group, says this simple fact is often forgotten by designers. His goal is to design the outer envelope in such a way that the prospect will stop and then hopefully go inside.
He'll first assess what techniques he has at his disposal, depending on the campaign. Maybe it's the format, the window structure, using plastic, going with an illustration or photography, p-URLs or g-URLs, and the offer.
"It's not about a design tip or trick," states Fultz, who is also President of the John Caples International Awards. "I've seen many Caples entries over the years that had a really cool production technique or object affixed or a cool illustration technique and yet the concept was weak and, therefore, took the piece out the game."
He concludes, "Think about it ... make it hard for me to read or find the info and I'm gone. No one will work hard for your package—we're all lazy that way."