Designers love to come up with new, innovative, shiny direct-mail packages to capture the aesthetics of their art and draw attention in the mailbox. None of that matters, really, when it comes to direct mail. All that matters is getting the envelope opened and the donor moved to take action. In the October 2011 issue, DM Diagnosis author Kimberly Seville discussed “When Ugly Works” in regard to a Democratic Senatorial Campaign Committee mailing.
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Make sure those thumb-through folks see your important direct-mail components first … so they turn into content-pullers and engage with you.
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Presidential hopeful Mitt Romney’s letter is minimalist, refreshing.
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Sometimes, good direct mail is just downright ugly. On purpose. Maybe the goal is for the piece to look inexpensive and put together on the fly with whatever office supplies are at hand — or not done by a professional graphic designer. It implies frugality and no dime wasted on fancy, artistic, matchy-matchy stationery.
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