Design – A Crucial Factor in Direct Mail

Design – A Crucial Factor in Direct Mail

In order to ensure best results and eradicate wasting time/money it is essential that your design brief is as comprehensive as possible and that all essential information is available from the start. This will give the designer a crucial point of reference.

Think carefully about what you are hoping to achieve from your Direct Mail Postcard or other advertising material.

For example, do you want to :

  • Generate sales?
  • Encourage enquiries?
  • Gain newsletter subscribers?
  • Obtain information from your audience?
  • Encourage them to tell a friend

A thorough design brief is a critical part of the design process. It helps develop understanding between the client and designer – and serves as an essential point of reference for both parties.

Above all, the design brief ensures that important design issues are considered and questioned before we start.

Target Audience
Think about your primary, secondary and tertiary audiences. Are you are looking to consolidate your existing client-base or appeal to new markets. This is especially important when asking us to provide fresh data for you.

Social Networks
Are Social Networks, such as Facebook, Twitter, LinkedIn and Google +, important to your present and future marketing? We can integrate links via QR codes on your direct mail postcards in order that the receiver can scan the card and be taken to your website landing page. We can also design this for you.

Obviously the more bespoke your design the higher the cost for design work but a good solid design brief with all information provided should be in the region of £40 – £60. It is a mistake to skimp on design and a false economy. When a full brief with all information is provided we will be able to give an estimate of cost.

With 30 years’ experience we have a pretty good idea of a good card design and a bad one. Ask us for samples of our high performance cards. It’s not just about images and information. Keeping the text content as short as possible – succinct and to the point and clear with the relevant images and links is vital. Avoid copying and pasting from existing advertising literature. This mostly results in a direct mail card which does not stand out and text/layout etc. and can look unprofessional at best. Your direct mail postcard should pack a punch as these DIRECT MAIL TROOPS should do.

Language
Whilst you should write in clear, concise way – there is no reason why you cannot use emotive language to emphasise exactly what you are trying to
Make sure to include samples of your company’s current marketing materials or links. If there is a design style that you particularly like or dislike – then explain why in the brief. If you’re not entirely sure why you like a certain design style, then good starting points include:

  • Colour
  • Imagery
  • Quantity and quality of text
  • Typography
  • The atmosphere that particular designs create

The more clues you give about your design tastes, the more likely we will be able to produce something close to your aims.

Write a full brief
A thorough design brief is a critical part of the design process. It helps develop and understanding between the client and designer – and serves as an essential point of reference for both parties. Call us on 01202 300000 or 07796876898 or email enquiry@coastal-direct-marketing.com to find out more.