Are you considering a direct-mail campaign? There are many different factors to consider when planning to use direct mail. While your offer, targeting strategy and budget are crucial to the success of the campaign, many companies fail to understand the importance of a great design and design format.

Choosing the right format for your campaign isn’t as simple as it seems, and it will make a big difference in the conversion rate of your direct mail. These formats are some of the most popular and most effective in today’s direct mail universe.

The Shock-and-Awe

The shock-and-awe package is an over-the-top, elaborate marketing package typically sent to hot leads (people who have already requested information about your company) or to new customers. The goal of this design format is to engage interest, exceed customer expectations and build loyalty.

Shock-and-awe packages should use professional designs and a wide variety of different items to create excitement in the consumer. The design should highlight and emphasise your brand name and logo, especially on the exterior of the package. The recipient should remember your business every time he or she uses one of the items in the package.

Since these packages come with a high price tag, they should be very carefully targeted and focused on high value leads. When used properly and with a great design, shock-and-awe packages can be an efficient way to spend your marketing budget.

The Letter Package

The basic letter package format is the most common direct mail design format. Typically letter packages consist of a formal letter, a form or order card, a brochure and an outer envelope. In some cases, a “lift note” is included to make the package more personal. These notes are sometimes designed to look like they’ve been hand written on stationery.

Marketers and designers use an array of different tactics on the outer envelopes to interest and attract consumers. Certain phrases like “confirmation number, high priority content, urgent and verified mail” tend to boost conversion rates. However, an excellent and eye-catching design is the best tool for improving letter package success.

The Postcard

In most cases, the postcard represents the cheapest type of direct mail design format. Postcards allow your prospects to see your offer and design without having to open an envelope. The key is to provide a simplistic and easy to read design so that your prospects can understand your products or services in just one quick glance.

The Self-Mailer

Self-mailers are another inexpensive option for getting your products and services in front of the prospect without using an envelope. This design format is extremely versatile. It can be used in many different ways, but three common types of self-mailers are:

  • Digest – Typically around A5 (148 x 210mm), looks like a booklet, appealing and feels comfortable in the user’s hands
  • Magalog – approximately A4 (210 x 297mm), looks like a magazine, offers colourful designs and room for sales content
  • Slim Jim – DL (99 x 210mm), can be used as a catalogue or “menu” of services, elegant and traditional designs are most common

Whether the less expensive postcard option or the focused shock-and-awe format is best for your campaign, it is important to use professional designs. You will get much more out of your marketing dollars with the help of a professional designer!