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Direct Mail Design Tips



  • Avoid anything that looks like "mass mailing".
  • Choose attractive fonts for the address block.
  • Use variable data printing (VDP) of text and images.
  • Use colors and papers which look different than a plain white envelope.
  • Use a size that will stand out.
  • Consider using stamps instead of a postage paid indicia.
  • Target selected prospects with First Class Mail.


  • Reward them for looking.
  • Clearly define the benefit.
  • Make it timely and relevant

Create Urgency

  • State a deadline or date range so they act or loose the advantage.
  • Set PURL expiration date.

Provide Information

  • Are the benefits clearly stated?
  • What has changed to make this different?
  • Consider customer testimonials.

Target Market

  • Start a list of your current customers
  • Select prospects that mirror your current customers
  • Target income, demographics, geographic areas.

Be Persistent and Patient

  • Repetition leads to success.
  • Mail every 6 to 8 weeks.
  • On average it takes 10 to 14 attempts before a sale is made