There are a variety of intricacies that go into preparing artwork for direct mail campaigns. If you’ve never been tasked with designing artwork for a direct mail campaign, you may not know where to start. But don’t let that prevent you from reaping all of the benefits of implementing an automated direct mail campaign. Below, we’ll provide you with all of the insights necessary for getting your design started.
Don’t Begin Designing a Postcard Without Searching for Free Resources
One of the biggest misconceptions regarding direct mail campaigns is that designing them is expensive. But the reality is that programs like Direct Mail Manager provide an abundance of free resources that are capable of helping you begin designing your campaign at no cost at all. The first is our library of free direct mail templates. Fully customizable, you can make any edits or adjustments necessary to begin your campaign. Another free resource available to GrowMail users is our brand-new design tool.
This design tool enables you to create postcards within the matter of minutes. And you have access to a repository of free Unsplash images you can add onto your postcards. Here’s a demonstration of how easy it is to use.
Flatten PDF Images Before Finalizing Your Direct Mail Design
If you outsourced your design work, or used external resources your files may not be print ready. Often, you’ll need to flatten your files before finalizing your artwork. Flattening PDF files is essential for ensuring that the quality of your artwork doesn’t get distorted in the printing process. This process removes layered content that isn’t visible on screen. If you’ve never flattened a PDF file, here are the steps you can take using adobe acrobat:
- Create a Backup of Your File:
In Adobe, you can do this by navigating to PDF File, then selecting Save As
2. Open the Copy
Afterwards, select advanced, then PDF optimizer. Then, save.
3. Select Discard User Data
4. Choose “Discard Hidden Layer Content and Flatten Visible Layers”, then press OK.
5. Save and rename your new PDF file.
6. Open the Layers Panel. If you can’t see it, navigate to view, then navigation panels, then select layers.
7. Select the “Options” pop up, then choose Merge or Flatten Layers. Doing this gets rid of the layers that you can’t see on screen.
8. Save your print file.
Always Include Bleed When Designing a Postcard
This is one of the most common errors regarding designing direct mail campaigns. Including bleed marks in your design helps ensure that vital aspects of your design won’t get cut off when your postcards go to print. The last thing you want is for recipients of your postcard to be unable to read your message in its entirety. The best practice is to add at least 1/8th inch of bleed to each side of your postcard.
Never Use Low Resolution Images
One of the fastest ways to create a poor first impression is to feature low-resolution images on your postcard. For some of your recipients, this could be their introduction to your brand. That’s why greeting them with quality images that reflect the level of care you put into your service or products is a must. Examples of high-quality images worth using include product photos, or an image of staffers helping shoppers. Whichever direction you choose to go in, high-resolution photos that come directly from you are much more impactful than grainy stock photos.
Keep Your Logos & Colors are Consistent With Other Branding Materials
Keeping your colors and other branding elements consistent is one of the most overlooked aspects of designing a direct mail campaign. Let’s say for instance that you’re designing postcards for a local plumbing company, and the colors on the service van are green and gold. In this case, the colors should match the colors on the service trucks. The same goes for the font, logo and slogan. Inconsistency among these elements could potentially confuse your audience and lead them to spending their money with a competitor.
Don’t Forget to Test Your Design Before Finalizing Your Campaign!
While designing your postcard, you’re probably thinking “I sure hope the people that get this like it!” But you don’t have to play the guessing game when it comes to determining if your artwork gets the job done or not. You can test how successful your postcard design is by sending a small batch of postcards containing slightly different designs out to small segments of your audience. Include a different unique tracking URL, QR Code or specialized phone number on each version of your postcard. Then, once the test has concluded, whichever postcard variation resulted in more traffic to the unique url, QR code scans or phone calls should be the final version.
Leverage Variable Data Printing When Designing a Postcard
The ability to include variable data in your designs is among the biggest advantages that comes with automating your direct mail campaigns. Variable data printing enables you to include details like products purchased, city names, price points and more in your designs. Leveraging variable data printing capabilities enables your postcards to stand out head and shoulders above generic mailers. Audiences expect personalization within the marketing materials they receive nowadays. Including variable data printing allows your direct mail to feel as though its coming from a person at the company hoping to catch up. This could go a long way in building a lasting relationship with certain members of your audience.
Ask About the Design Resources Direct Mail Manager Offers Today
Now that you’re equipped with the insight you need to design postcards for your next campaign, it’s time to sign up for a free or pro Direct Mail Manager account! If you’re still in need of help bringing your direct mail design across the finish line, that’s okay too. Pro Direct Mail Manager users benefit from having access to our world-class design team. If you’d like the design pros at Direct Mail Manager to assist you in your process for your next campaign, complete our quick, easy design survey to discuss the details of your design today!
