An Eye for Design

When it comes to direct mail, design is pretty important.

The message may be in the words, but the design is the voice that gets the point across. A good design adds flare, makes things easier to read and promotes the company or organization's most important information. If the design adds those things, a business is likely looking at higher response rates.

So, again, design definitely matters.

Ed Glaser, director of marketing at Richmond, Virginia-based Colortree and chief marketing officer at Colortree Marketing Resources, said when it comes to designs that work, no one can ignore the U.S. Postal 
Service's shift to a shape and size-based rate structure.

"For direct marketers, this means mailing undersized, oversized, and odd-shaped envelopes are less cost effective ways to stand out in the mail stream. One good alternative is full-color personalized carrier envelopes in standard sizes. The right combination of color and message get these workhorse envelopes opened. Full-color can compensate for size and shape without busting your postage budget."

Glaser believes Colortree Marketing Resources' TRANSFORMAILER, a full-color, personalized letter package that transforms marketing messages into a complete cross-media marketing campaign, is effective. He added, the unique TRANSFORMAILER offers businesses and nonprofits a way to boost response rates with high-quality direct mail and cross-media campaigns.

Glaser explained, "The TRANSFORMAILER's unique swagger fold stands out and gets noticed, and provides extra room for a relevant offer and intriguing graphic design. It can contain up to three, 81⁄2x11" sheets printed 4/4 as well as a business return envelope, card or buck slip. In addition, the inside of the envelope can be effectively used to convey special offers, maps, coupons, etc. The TRANSFORMAILER is designed to push readers to alternative reply channels or information sources through the use of pURLS (personalized URLs), QR Codes and other online connections. It is truly a unique new and improved standard letter package."