Creating Your Mailpiece Artwork.
(Modified from the original article published in BusinessWise 2005, 'How effective is your marketing?' by Ven Kurvari)
Choose an appropriate format for your Mail Piece. It's cost-effective not to get 'too cute' with the shape and size of the Mail Piece. There is a reason why most Mail Pieces are standard No.10 business envelopes or standard-sized Post Cards. You would not see an odd-sized brochure or envelope (unless that's actually the point; in which case, fortunately, budget constraints are not your worries).
Your decision regarding the format can significantly affect almost all production and distribution (printing and mailing) costs. Contact any decent marketer or printer, you should be able to get some helpful feedback.
Create your Artwork. Simple, Effective, Timely, Attractive, and Measurable. These are the key words that should be considered when planning your creative masterpiece. If you have 'an eye' for design and have 'an idea' that would you like to test, you can probably use one of the numerous inexpensive desktop publishing applications to design your marketing piece. If you can follow a few design basics, you are all set to try. Or, you can hire a specialized Graphic Design firm that provides a visual masterpiece. At InnovaCorp, we have experience in satisfying the graphic design needs of a wide range of budgets using our own staff, free lancers, out-placed temp staff, and even high-end graphic design firms.
Effective Mail Piece -
... it’s Personal
... uses Powerful Words
... is Specific
... uses Colors - sensibly
... has relevant Pictures
... focuses on Benefits, not features
... Asks for the Order
Artwork: Key Points
- A bold title - dominating the rest
- One, two or three fonts, not 289
- Easy to read text, with white space
- Appropriate pictures / images
- Contact information
- Call for Action