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Everyone loses when poorly designed pieces make it into the mail, so making direct mail better should be a priority for every print organization that even remotely touches the direct marketing segment. In this article, Elizabeth Gooding offers some best design practices for effective direct mail.
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About Elizabeth Gooding
Elizabeth is the Editor and Co-founder of Inkjet Insight. She has a rare ability to see print related issues from many perspectives. She has managed creative teams on complex design projects, selected outsourcers for major brands and helped print organizations to retool operations, focus their market positioning and educate sales teams to accelerate growth. She works with a team of top analysts to translate experiences into tools, data and content to help print organizations evaluate the potential of inkjet, optimize their operations and grow pages profitably. She is a founding member of the Inkjet Summit advisory board, the co-author of an award-winning book on designing for inkjet and a curious consultant constantly seeking innovative ways to drive new pages onto inkjet presses.
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Discussion
By Patrick Whelan on Dec 17, 2019
All great suggestions. Walk the walk, lead by example, etc. If print and mail providers prioritize their own direct mail (and other) marketing efforts, the results will follow.
By Elizabeth Gooding on Dec 17, 2019
Thanks Patrick. Glad you enjoyed the article. I'm always amazed at how few direct mailers send their own direct mail or collect metrics on the campaigns they support (although in fairness their clients don't always share.)
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