The success or failure of a direct mail package is dependent upon not just the written copy, but also the design and appearance of the package whether it's a letter and envelope or a package which includes a letter and accompanying brochure.  Here are a few guidelines to help you design more effective direct mail packages.  The rules apply to both business-to-consumer and business-to-business direct mail. 

Letter Design

A letter should be easy to read. The reader needs to be guided through the text smoothly. Some techniques that can help with this are as follows but do not use them all at once!

• 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.
• Use different color ink to call out points.
• Use Serif fonts, they’re easier to read.

Brochure Design

The brochure has been called the glamour piece of the direct mail package; and the term is not without merit. The brochure can go a long way in accomplishing the second step in the sales process—the positive involvement of the recipient with the product being sold. The designer should consider these questions:

Appearance:

• Design the brochure for the market you are trying to reach.
• Suit the presentation to the product or service you are offering.
• The brochure must be consistent with the rest of the mailing package.
• It should be large enough to sell the product.
• The use of color must work in all instances.
• The folds need to work both functionally and decoratively.
• The quality of the artwork should be appropriate for the piece.
• The type selections should be appropriate.

 Content:

• One big _IDEA behind your brochure.
• Headlines stick to the key offer.
• Product dramatized to its best advantage by the format.
• Show examples of product in use.
• Entire presentation tells the complete story and follows a logical sequence.

Preparation:

• Can the brochure be cut from standard-size paper stock?
• Is the quality of the paper in keeping with the presentation?
• Is color employed judiciously to show the product in its best light?

Order / Reply Form Design

• Does the form induce readership?
• Does it push the reader to take action?
• Does it have plenty of room for the respondent to fill in the requested information?
• Does the form look to valuable to throw away?
• Do you call it something other than an order form?
• Does it have personal involvement devices?
• Do you restate the offer and benefits?

Outside Envelope Design

• It’s the opening statement for any direct mail package.
• There are several points to consider in it’s development
  • Size, Stock, Die Cuts
  • Type, Colors
  • Artwork: Photos, Illustrations, Show Throughs
  • Scratch & Sniff, tokens, peel-offs