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.
- 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?