What is good design, exactly, when it comes to direct mail marketing?
The short answer is: the design that achieves the results you need.
And with that you’ll note good design is above all, results-oriented. The entire reason for good design is, not to make the world a prettier place, but to maximize the impact of the message.
The longer answer is more helpful perhaps, although no more precise: good design is using visual elements of form — space, lines, shapes, color and textures, along with function — a compelling message — that achieves an action or some goal for the marketer. Often, it’s about finding an appealing balance between form and function — that is, a pleasing presentation; but this is not always the case.
There’s no single design that is the perfect design. Further, a design that works for one type of message may not work for another.
And a design for one audience may not work for another.
When it comes to postcard magnet mailers (what we do at magnetbyMail) we’ve seen all types of designs for all types of messages and audiences.
The designs that work best seem to be the ones that:
get your attention, either through imagery, a few words, or both;
draw you in to explore and learn more details;
change your emotional state — make you angry, curious, intrigued, excited, etc.;
and lead you to a next step — to a website, a phone #, a donation, etc.
Personally, I like simple layouts. Grab the attention, give a message that’s succinct, and ask for action.
The design philosophy for this is “less is more.” The principle is that unessential elements are distractions. So if an element isn’t necessary to your core message, consider doing without it.
Where do you find good ideas for good design? I suggest starting on the Web.
Beautiful art files can cause ugly problems when sent through email. The problem is their size. Many email services restrict the sizes of file attachments, and so emails with big files can simply get bounced back.
But there are a few ways around this problem. Here are some free large file transfer ideas you might find useful:
use an email service that allows big files to be sent. Google allows 25MB files and Yahoo allows 20MB files. Also, the recipient needs to be using a service that allows receipt of large emails.
if you have your own website, upload the large file to a folder on your website, then email the link of that file to the recipient. When the recipient has downloaded it, you can delete the online file.
you can sign up for a free online file sharing service. Look at SugarSync which offers 5GB of free online storage, as well as a handy routine for backing up your important files. Or consider DropBox which works like a file folder that automatically syncs on all your computers. With these file sharing services you can upload your files and share them with one or more people.
use a free large file-transfer email service that takes care of everything — creates an email, attaches the files you need, sends the email.
The last of the above list is the most popular solution, since it takes care of the email and the attachment. Here are several services that offer a free version:
YouSendIt - transmit up to 100MB file, one file per email, Lite version for free. WeTransfer – a very easy process with no registration. Email with one or more files attached, up to 2GB total, for free DropSend – email with one or more files attached, up to 2GB total, for free with the Lite version TransferBigFiles – with one or more files attached, up to 100MB total, for free.
Each of these services, although very similar on the surface, offer various ‘features’ that make each somewhat unique. Features include: size of the attachments, number of attachments, number of days that a shared file can be accessed, confirmation of email delivery, number of emails per month, and ads or promotional emails you might receive.
Because our work on postcard magnets commonly requires our clients to send large art and data files, we’re always on the lookout for good solutions for large file transfer. If you have experience with a useful system not mentioned here, please let us know.
Another useful tidbit from your favorite source of magnet mailers, at magnetbyMail.com
Here you can find ideas to help promote your event, build your campaign and grow your organization. Find out the best ways to use custom imprinted postcard magnets mailers. Discover why Postcard Magnets are a powerful way to promote your message.
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