What is Effective Design?

Today we have a guest post, the wonderful John Lepp from Idea Design. He so graciously agreed to write a guest post about effective design, especially as it relates to direct mail.

What is Effective Design?
by John Lepp

Thanks to Lindsey for asking me to write a guest post on her blog.

I asked for some ideas on a subject matter, one of which was “What is effective design?” A favourite subject of mine. It’s a favourite because if you asked 100 designers what makes design effective you will likely get 100 different answers.

To me the answer is simple.

Results.

I design to get results, not look pretty (although sometimes I hope it is pretty too!)

Let’s look at direct mail.

Once I read over the creative brief and read through the letter, I like to have a chat with the writer and make sure I understand what is the core of their messaging. My job is to create an envelope that will get opened.

As you can imagine, even if the letter inside is from God Himself, if the donor doesn’t open the package – what does it matter? (In which case I would typeset simply – ‘Letter from God inside’ - maybe I would BOLD God.)

I have to get people in that package, and it might be pretty or it might be ugly, but it depends on the subject matter and being appropriate to the audience and the charity.

Being appropriate is a large part of what makes design effective. If your donors are old – do not use 9pt type. If your charity raises money for environmental issues – do not design a package with 5 inserts, an 8 page letter and a bunch of freemiums… I know it seems like a no brainer – but trust me – I’ve seen it – and it is obvious me to the designer (or someone) is not thinking.

I honestly believe that any marketing and communications a charity does needs to push people to do something. It must have a clear call to action. That makes it effective.

And if it effective, it will have the results to prove it.

The Power of the Letter

In this electronic age, it's easier to dash off a quick email then to go through the process of writing and sending a letter.

However, sending a letter can be a powerful ally for your business or organization.

I recently received a brochure for an art tour in the mail. The brochure was very well done and contained lots of information, however there was no letter accompanying it.

Without the letter, it felt very impersonal, despite the fact that I knew the sender very well. If even a short note had been attached, it would have changed the meaning of the package entirely.

A letter (and a personalized one at that) makes people feel important and recognized. And that will generate more business.

Despite the rise of online giving, direct mail is still the primary way that organizations receive donations. Having a well drafted letter that clearly conveys your message will ensure that more people will donate to your cause.

Sending letters is not only for non-profits but for businesses as well. Personalized letters can turn one-time clients into multi-year clients. The gesture will make them feel appreciated.

Letter Writing Tips

• Be clear and succinct. Don't bog down your message in semantics.

• Don't make your letter too long. You want people to read the letter in it's entirety.

• Have a strong message. Think about what you are trying convey in the letter and then make sure it resonates throughout the entire piece.

• Make your letter stand out. These days, people get a lot of mail whether it's bills or advertisements. Be creative in getting your letter noticed.

• Ensure that your spelling and grammar is correct. Spelling and grammar mistakes make your letter look unprofessional. Also ensure that you have spelled the client's name correctly and are addressing them in the appropriate manner.