Comments on: Good direct mail design: let form follow function

By: Jennifer

Jennifer — Wed, 13 Jul 2011 16:07:11 +0000

Just remember as you are designing that beautiful and effective direct mail piece that it should conform to postal regulations so that it will be cost effective to send it too. It’s a shame to see a beautiful direct mail piece chewed up by postal processing equipment because guidelines aren’t followed. (Size, shape, thickness, tab placement, clear space for bar codes etc.)

By: custom direct mail design

custom direct mail design — Thu, 19 May 2011 06:02:07 +0000

Running a successful direct mail campaign cannot be done by sending out generic mailers to your prospects who have different demographics. Custom direct mail design increases your return on investment with custom mailers as well as knowing your prospects intimately.

By: The Direct Marketing Voice Links 8-19-2009 | The Direct Marketing Voice

The Direct Marketing Voice Links 8-19-2009 | The Direct Marketing Voice — Wed, 19 Aug 2009 15:05:13 +0000

[...] Good direct mail design: let form follow function [...]

By: Direct mail isn’t dead: Creative guidelines for success - Marketing MO

Direct mail isn’t dead: Creative guidelines for success - Marketing MO — Wed, 21 Jan 2009 04:19:52 +0000

[...] Remember, direct mail doesn’t have to be expensive or tremendously exciting. To be effective, a direct mail piece just has to entice people to move one step through the sales process. Understand its purpose, and design it accordingly. As Dean Rieck of Direct Creative puts it, good direct mail design lets form follow function. [...]

By: Dean Rieck

Dean Rieck — Wed, 13 Aug 2008 18:14:08 +0000

I’ve come to think that copy and design are the same thing. You can’t have one without the other.

I didn’t understand this until I started doing design and saw how dramatically it improved response rates to look at copy and design as two sides of the same coin.

By: Ted Grigg

Ted Grigg — Wed, 13 Aug 2008 17:45:34 +0000

Great list Dean. Copy is indeed king when it comes to direct response. Design follows copy rather than the other way around.

Occasionally, the design IS the concept and copy supports it. For example, the image of a $20 burning bill contains copy with the idea that you are wasting money if you are not using our product.

But as often as not, if you cannot support the design with benefit copy, then think of something else.

Most direct marketing creative directors came from the copywriting side for good reason.

Ted