Choose a format your recipient can use
A direct mail piece has a small window to explain why it matters. A postcard suits a short message and strong visual. A folded self-mailer adds space without an envelope. A letter and insert can carry a more detailed explanation; a booklet or pack supports a longer decision. Match the format to the action, not just the available space.
- Postcards and invitation cards: concise message and visible next step
- Folded leaflets or self-mailers: more room for offer, dates and conditions
- Letters and envelopes: tailored information and a formal presentation
- Multi-piece packs: several inserts where each has a defined purpose
Specify the piece before designing
Confirm finished size, fold or envelope, paper stock, number of versions and whether personalisation will appear. Allow space for the postal address, barcode or operator indicia where needed; their positions depend on the chosen mailing route. Ask the production team for the final specification before fixing the artwork.
For bleed-to-edge artwork, check the approved bleed and safe area for the chosen format. Our bleed guide explains the terms; it does not replace a job-specific dieline.
Make response easy
- Use one clear call to action and a specific landing page or phone number
- Keep dates, eligibility, pricing and any QR destination consistent
- Check contrast and type size at the piece’s actual print size
- Proof the worst-case personalised record, including long names
- Decide how responses will be recorded before dispatch
Test and sign-off
Approve a print proof and a representative addressed sample. Check orientation, folds, window visibility, the correct version for each segment, reply details and the final count. A recipient sample should use test data until the live workflow is agreed.
Pair this guide with recipient data preparation and pack fulfilment.
Brief us efficiently
- Purpose and audience
- Format, size and estimated quantity
- Number of versions or variable fields
- Artwork status and stock preference
- Target handover date and preferred dispatch method