Direct Mail / Email Design Tips

Direct Mail Letter Design Tips

Follow these tips for better direct mail letter design.

• Indent paragraphs and vary paragraph widths.
• Underline benefits.
• Use sub-headings to break up the page.
• Use a PS to restate offer or benefits.
• Use a Johnson Box. (A Johnson Box contains the key message of the letter and its purpose is to draw the reader’s attention to the key message.)
• Use different color ink to call out points.
• Use Serif fonts, they’re easier to read.

Email Design Tips

For better email performance, keep these suggestions in mind when planning and designing your email campaign and content.

• Put your logo in the upper left-hand side of the email.
• Design the email for quick viewing.
• Avoid spam filter words and phrases.
• Your message needs to have a compelling and attention getting subject line.  The subject line is the most important factor in determining whether your message goes to SPAM, junk mail or gets opened.
• Make sure the subject line and the pre-header text work together and support each other.
• Your message body needs to spell out a strong customer benefit, have a strong offer and call-to-action.  The offer and call-to-action should be above the fold and the call-to-action should be repeated throughout the message.
• Use pre-header text to emphasize the offer (good for viewing on hand-held devices before images are enabled).
• For best viewing, set up your email pixel for the device it will be primarily viewed on.  For the average desktop, that is between 550 and 600 pixels.
• Include a mobile friendly URL link at the very top of your message.
• Keep copy short and to the point.
• Keep the main message and call-to-action above the fold.
• Include link to privacy policy in message footer.
• Stick to fewer than 3 typefaces.
• Use basic HTML and keep it simple.
• Keep your email 500-650 pixel wide.
• Closely tie the email to a landing page.
• Make sure your landing page matches the email in terms of headline, copy, offer, and design.
• Make sure your email and the supporting landing page are mobile friendly.
• Use auto-responders for Opt-Ins.
• Use call-to-action buttons and icons because they increase response.
• Test to see if your email can pass the “5 second” rule – can the reader understand the offer and quickly tell what your call-to-action is?