Direct Mail Formats That Work, Now
In Tuesday's very popular "Direct Mail: Copywriting, Formats and Designs that Work Now" session, at the first-ever Direct Marketing Day @ Your Desk virtual conference and expo, designer Patrick Fultz and copywriter Pat Friesen surveyed all the recent mail in the mailstream (using our own Who's Mailing What! Archive) and recognized some key trends among direct mail formats, among many other things (to listen, free, click here to quickly register.)
Frankly, Patrick Fultz and Pat Friesen are as dynamite a direct mail team of designer and copywriter that you'll find. While they don't work on every project together, when they do, watch out prospects! They're going to get your attention. Patrick is the Designer and Owner of DM Creative Group and President of the John Caples International Awards. He's also won over 40 creative awards. Pat is the Owner of Pat Friesen & Company. She's a nationally recognized direct response copywriter, creative strategist and speaker with over 25 years of experience.
In the one-hour session, here's what they talked about format-wise:
Fultz and Friesen noted that this is one inexpensive and easy format to deal with, as the short offer-driven messages appear to work well for the "less is more" prospects of today.
They greatly range in size, from 4" x 6" to 6" x 11", as well as in color in order to stand out.
Found in all kinds of direct mail packages, especially retailers, they emphasize offer and add value. They include discount/key tag, membership, business and appointment cards.
It's a hard-to-ignore involvement device that finds its way into many packages, including many of Fultz's. A wide range of marketers use them, especially nonprofits and magazine publishers. They get the prospect to start moving their hands into the package and closer to taking action. This include return address labels, decals, Post-It Notes, peel 'n' move stickers, peel-off appointment or business cards.