Yukio Horie

Mike Dietz is director of creative services at Chanhassen, Minn.-based IWCO Direct.

Being good at designing direct mail requires having the discerning eye of a visual artist and the insatiable curiosity of a scientist. From font size and colors, to the position of the CTA, to the images on the page, there are hundreds of factors in the design of a direct mail piece. One small change can take the ROI of a design concept from indifferent to incredible! Or as we like to say, from Challenger to Champion.

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