What is a Direct Mailer?

You all have a new challenge ahead: design a mailer! This mailer can't be just a sheet of 8.5"x11" paper with some information in it. It must represent your client in such a creative and inventive way that even your client will be awed by it.It could be a pop out mailer or one that has a piece that tears off in order to mail back to someone or you can use diecuts or accordion folds or gate folds.....etc.

Another great tip when we think about sustainability is to think of ways to extend your mailer's useful life. Can it be or become something useful for the user? Maybe it can be a calendar, a mobile, a nutrition chart in the shape of a movable disk, a coupon book, etc? Whatever it is, make sure it will make the receiver hesitate to throw it away.

What is a Direct Mailer?
A direct mailer is a marketing or advertising piece that is distributed through the postal system. It can be a postcard, brochure or complex package that includes a letter, reply card, envelope and assorted inserts. Regardless of its format, the goal of direct mailers is advertising. The call to action may be to place an order, dial a phone number or visit a website. The ultimate intent is to raise awareness and generate sales. The sender might be a company offering products or services or an organization soliciting contributions.


According to the United States Postal Service, the Top 10 uses are*:
o Generate leads
o Increase store traffic
o Respond to competitive activity
o Generate customer loyalty
o Create new customers/referrals
o Improve sales force efficiency
o Improve customer service
o Increase customers' average purchase amounts - generate higher sales
o Announce store hours/sales/new locations
o Augment media advertising to top prospects and select customers

To finalize, here's a list of things you have to have in your mailer:
your client's logo
real content (it can be anything, but the copy must be real)
real taglines (it must encourage readers to take action)
you client's address/addresses & contact info

* Once again, I'll remind you of the margins. Leave some nice and decent breathing area around the copy.
** Avoid using the same typeface you used in the logo in the taglines and/or copy. Your designs must be consistent, coherent, but very rich at the same time.
*** Whatever typeface or typefaces you choose in your mailer (two are enough), remember that you should keep their use consistent.