With the use of USPS® Every Door Direct Mail® (EDDM®) is an affordable targeted advertising technique that lets you map your marketing mail audience by age, income, or household size2. You can use the EDDM mapping tool to choose the ZIP Code™ and carrier route that will target your best possible customers—current and future. Let us design and print your next EDDM marketing campaign. Signidea.com
– Using oversized, versus the traditional 5” x 3” size because the bigger ones break through the clutter of standard #10 envelopes you receive. It’s always a good idea to take a sample to the post office to check the mailing costs before you print them; oversized or square cards usually cost a bit more.
Make it Colorful
– In the past, it cost more to print in full color than black-and-white. Today, with on demand digital printing, the cost difference is negligible. It’s worth it anyway; bright colors have a lot more impact than black-and- white.
Tease your readers
– You don’t have to write a full story on the front of the postcard. Just a simple, catchy headline of 10 words or less should be enough to entice them to flip it over and read more.
Choose an all-type layout, illustration or photo
– With the availability of thousands of low-cost images at http://www.iStockPhoto.com and other sites, there’s no excuse for having a boring layout.
Keep the body copy simple
– The postcard copy should be a few paragraphs with some bullet copy. The shorter it is, the bigger it can be.
Make the offer prominent
– I like to use dotted lines around the offer in the coupons to make them jump off the page like a coupon. Or at least use large, bold type. The easier it is to see the offer, the better it will perform.
– Even if you think you can craft or design a strong headline, brief copy and a strong offer by yourself, I suggest you hire or consult with professional direct response copywriters and designers to guide your creativity. They may say your campaign is fine, offer ways to improve it, or candidly tell you to start over.
Mail to your best customers and prospects
– Where email costs virtually nothing to send, you have to pay for postcard printing and postage. You have the option of sending by First Class mail for quick delivery or Bulk Rate, which can take up to a week but costs less. Per a Direct Marketing Association 2009 survey, expect a direct response rate of 3.65% for your own list and 1.65% for a prospect list. Your direct response rates may vary, but try to have the mail arrive on Tuesday, Wednesday, or Thursday, which are usually the best days for getting a response.
– Set up a spreadsheet to track how well your campaign is doing with each mailing, noting the date mailed, the number of postcards mailed, and the responses you get.
The following design principles are used by graphic professionals to create attractive, high impact signage that is readable, appealing to the eye and carries the most impact:
Keep it visible and legible – Less really is more. By keeping your message short, your sign is easier to see and read at a glance. Signs come in every shape and size, so make sure you have chosen a size that is appropriate for the distance you expect your sign or display to be viewed from. Consider where it will be located and what obstacles may be in the way. Visibility is the most important part of your signage.
Avoid clutter – Successful signage communicates a message concisely. The message should be conveyed in as few words as possible to your target audience. Crowding your sign with too many words or lines of text makes it harder to read from a distance.
“White-space” is the area of a design that is left uncovered by either text or graphics (white space can be color). The empty space surrounding text and graphics is just as important as other design considerations. There is a tendency to want to “fill up” the available area with as much copy as possible. But when text is crowded, it becomes harder to read. Thirty-to-forty percent of the sign’s face area should be left as white space for optimal readability.
Type and fonts – In general, clean, crisp, easy-to-read type styles should be used for maximum legibility. Most professional fonts have varying weights, ranging from regular to bold, black, extended, etc. Use these to your advantage by giving priority or preference to certain parts of your message.
There is a misconception that exists that since ALL CAPITAL LETTERS are “larger” than lower case letters, they must be easier to read from a distance. However, visual tests have concluded that Upper And Lower Case Text is more legible from a distance than all upper case letters. Since viewers may only have a few seconds to get your message, increase the readability of your sign by not over using capital letters.
As a general rule of thumb, never use more than two different fonts in a single design. Choosing two fonts that complement each other can make your message stand out. Most importantly, use fonts that are clearly legible when viewed from a distance.
Letter Height Distance For Best Impact Maximum ReadableDistance
Inches Feet Feet
3″ 30′ 100′
4″ 40′ 150′
6″ 60′ 200′
8″ 80′ 350′
9″ 90′ 400′
10″ 100′ 450′
12″ 120′ 525′
15″ 150′ 630′
18″ 180′ 750′
24″ 240′ 1000′
30″ 300′ 1250′
36″ 360′ 1500′
42″ 420′ 1750′
48″ 480′ 2000′
54″ 540′ 2250′
60″ 600′ 2500′
Images and graphics – Adding a border can increase reading speed by up to 25 percent. Borders are often recommended whenever automobile traffic is the intended audience. They tend to cause the eye to focus on the message. In addition, full-color digital photos can be incorporated into designs to add greater impact. Logos, artwork and other graphical elements can also be added to visually enhance the design and layout.
Foreground/background colors – When choosing a background for your design, don’t use anything that will make it difficult to focus on the main message. Black contrasts well with any light color, and white works well with colors having a dark value. The greater the contrast, the more legible text is from a distance. Colors that are closer together like a Kelly green letter against a royal blue background won’t contrast as well and therefore will be more difficult to read.
Visibility of different color combinations – These 15 color combinations for lettering were tested for readability at a distance by the Outdoor Advertising Association of America (OAAA). The results ranked in the sequence shown, with #1 the most legible and #15 as the least legible.