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Direct Mail (Simplified) Series: Design Great Mail

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We want you to "Rock the Mailbox" with mail that performs. Print format and engagement expert Trish Witkowski will teach you about the process of creating effective mail through a workflow of strategy, format choice and analysis. "Design Great Mail" covers direct mail strategy:

  • Learn how to define your audience, craft the message and position the offer
  • Utilize engagement techniques that will get your mail noticed
  • Leverage technology with mail
  • Consider green mail strategies
  • Get tips, tricks, ideas, resources and much more

Coming soon to DMIQ: Book 2, "Optimize Format" will cover format choice and postal optimization, and Book 3, "Track & Measure" will cover testing, tracking and measurement.

Price: $24.95

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Description

Great mail is not made on a whim. So, what's your strategy?

There are limitless ways to approach a direct mail campaign, which is good news because that means there are endless opportunities for creativity and variety. What this also means is that throughout the process you will be faced with a slew of important decisions that will make, or break, the campaign’s success—decisions that cannot be taken lightly.

From the mailing list to the message to the form it takes, direct mail must strike a delicate balance, creating a package that can pique interest and ultimately drive response. In this publication, you will learn how to identify your marketing goals, evaluate your options and craft a well thought-out strategy to create effective direct mail campaigns. Designed for creatives, marketers, salespeople and print buyers, this publication series is filled with creative layouts, powerful visuals, and is written in a conversational style, which makes for a learning experience that everyone will enjoy and appreciate. 

Table Of Contents

Ask Yourself: Who Am I Marketing To?

The Mailing List

The Message

The Direct Mail “Package”

The Business Letter vs. The Sales Letter

Choosing a Mail Format That Works for You

Engaging the Recipient

Envelopes and Opening Mechanisms

Varnishes, Coatings and Paper Choice

Tchotchkes, Coins and the Curiosity Factor

Notes, Stamps and Addressing Techniques

Sampling and Sensory

Cards, Stickers and Other Activities

Contests, Surveys and Official-Looking Mail

Dimensional and Hi-tech

Utilizing Technology to Increase Response

Moving from Multi-Channel to Cross-Channel Marketing

“Greening-up” Your Campaign

Direct Mail Resources

Acknowledgements

About the Author

Trish is an award-winning designer with extensive experience in marketing and collateral design, POP, packaging and direct mail. She holds a bachelor of fine arts degree in graphic design and a master of science degree in Graphic Arts Publishing from Rochester Institute of Technology’s School of Printing Management and Sciences (now the School of Print Media). She held the position of creative director for a Baltimore-based agency for six years, and has taught design and desktop publishing at the college level. Trish has a specialized expertise in the area of folding and finishing and is the creator of the FOLDRite™ brochure folding system.

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