Description
“A direct mail designer is in charge of the shop window display. If it’s done correctly, people will come in through the door.”-- Patrick Fultz, president of DM Creative Group and John Caples International Awards “Design & Formats for Boosting Direct Mail Response” is dedicated to helping you get people in the door… or prospects into your mail piece. No matter how great your data, your campaign strategy or even your copywriting, if the design doesn’t work, then your latest mailing will flop. We’ve gone to many renowned designers and copywriters and asked them to unveil the design best practices so that doesn’t happen. Along with top-notch design advice (for example, you’ll be blown away by Carol Worthington-Levy’s article on color and typography), you’ll also learn how to maximize the potential of all the different formats — envelopes, postcards, magalogs, self-mailers and more — available today. You’ll even find out how to leverage certain components (like the order card, involvement devices, brochures, etc.) within the mail piece to increase response. At the end of the day, and this report, that’s the goal: to help you boost your direct mail response. We guarantee you that incorporating these proven design techniques will do exactly that.
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Table Of Contents
INTRODUCTION
Section 1: Design Overview
Chapter 1
Minor Elements That Make a Major Impact
By Jeff Laurie
Chapter 2
5 Best Practices in Direct Mail Design
By Ethan Boldt
Chapter 3
Color and Typography Can Make or Break Your Campaign’s Success
By Carol Worthington-Levy
Chapter 4
Direct Mail Design That Is Working Now
By Ethan Boldt
[Sidebar] Create Direct Mail Design that Sells
By Britt Brouse
Chapter 5
The Shape of the Offer: Efficient (and Postage-Friendly) Design
By Charley Howard
Section II: Formats — Envelopes, Postcards, Magalogs & Self-Mailers
Chapter 6
12+ Tips for Creating Engaging Envelopes
By Denny Hatch
[Sidebar] Envelope Tips
By Alan Rosenspan
Chapter 7
New Opportunities on the Outer Envelope
By Ethan Boldt
Chapter 8
8 Ways to Design Successful Postcards
By Britt Brouse
[Sidebar] Tips for Producing Postcards With Pizzazz
By Pat Friesen
Chapter 9
A Primer on Magalogs
By Ken Schnieder
Chapter 10
5 Tactics for Designing Magalog Mailers
By Britt Brouse
Chapter 11
Successful Variations on the Traditional Envelope
By Paul Bobnak
Chapter 12
4 Key Questions to Ask About the Self-Mailer
By Ethan Boldt
Section III: Components
Chapter 13
Dissecting a Simple Winning Order Card
By Todd Lerner
Chapter 14
Reply Devices that Really Deliver
By Tracy Gill
[Sidebar] Great Replies
By Alan Rosenspan
Chapter 15
Involvement Devices: Incorporating “Bells & Whistles” Into the Mail Piece
By Ethan Boldt
[Sidebar] 11 Keys to Success for the Brochure
By Alan Rosenspan
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About Direct Marketing IQ
 The Research Division of the Target Marketing Group, Direct Marketing IQ (www.directmarketingiq.com) is the go-to resource for direct marketers.
Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts.
Direct Marketing IQ has unparalleled access to direct marketing data — including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories — and proudly produces content from the most experienced editors and practitioners in the industry.
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