The usual focus of my wildly entertaining blogs (hold your applause until the end, please) is ways to improve your direct mail—writing, strategic thinking, presentation, etc. In other words, what to do. This month’s topic is based on one of my father’s favorite phrases, dating back to my youth. At some point during an average […]
We talk a lot about the benefits of digital printing and how you can maximize your creative direct mail design through its benefits. What we haven’t touched on is a specific concern when designing for digital printing: how to stop yourself from overusing or maxing out on the features that make digital printing great.
You probably know the expression “the eyes are the window to the soul.” It’s much the same with direct mail: the outer envelope (OE)—with or without a window—gives insight into the inner contents. The OE is a blank slate for your direct mail package, and has the potential to telegraph what someone will find inside. […]
I’ve built a shiny metaphorical bandwagon, and I’m inviting you all to jump on and help me improve the quality and effectiveness of creative direct mail writing in 2020. At the same time, we’re going to—once and for all, I hope, although I know better—say a final farewell to a few nagging direct mail bad habits.
You might have heard through the grapevine that Pantone’s 2020 color of the year is Classic Blue. I see a lot of blue in my job; there are several studies showing blue is America’s favorite color, and approximately one-third of brands use blue in their logos.
Not too long ago, a new client asked us suggestions to make their programs stronger. They scanned a bunch of mail samples we had on the table and leaned back in their chair, asking, “So, what templates do you suggest?” Our answer? “None.”
You know from our reporting on direct mail response rates that direct mail works better than other channels for getting response. That doesn’t mean there aren’t ways to improve it even further. Today’s topic: using cards to captivate your audience …
Hands down, one of the coolest features in IWCO Direct’s Creative Services offices are our whiteboard walls. When we were redesigning some of our office space a few years ago, the Creative Services team got the opportunity to provide input into what we wanted and what would make the workspace more efficient [...]
Are you a reader or a scanner? The world is full of both. That matters to those of us who include direct mail and direct response advertising as part of our marketing mix. If we don’t create direct mail designs that account for both of those information intake preferences, we risk losing a big chunk of our audience and their potential to respond.
We’ve talked a lot in the past about finding the right tone and format for your direct marketing message—for instance, keeping financial offers in official formats like a #10 envelope, and entertainment offers in promotional layouts with brighter colors and graphics. What we don’t often talk about is the fact that we often present a […]