Just by reading the subject lines and NOT opening the email we do know –

1. If we stop by a Verizon store the new BlackBerry Z10 will be there
2. If we need a new Apple product we can save on shipping at Staples
3. It’s a good time to go to The Gap, we can save over 40%
4. If we want to hear Broadway Stars singing this weekend we can go to the Irvington Town Hall.

Therefore, we can easily say this: Unopened email can bring in orders. People will just show up at the Gap knowing they can save over 40%, or show up at the Irvington Town Hall and see Broadway Stars singing.

Does this tell us that the subject line is not only important for getting people to click-through, but also effective in doing a quick shout out? My answer is yes and no.

Look at which sectors it works well for, namely retail and entertainment. You can use the subject line as a marquee that basically states the offer. But If we look at the Adobe subject line: “Avoid the five pitfalls of personalization,” It’s a little different here, in that I can’t really do anything with that unless I open it and read what the pitfalls are.

Therefore we can conclude that, a subject line can stand in for an unopened email in certain sectors and with certain offers. But not if we have more of a story to tell.

Four ideas to try are:

1. Use different copy. For example, instead of “Learn More” try “See How XX Works”:

2. Add a drop shadow:

3. Use a different color or texture:

4. Add an arrow and even change the shape:

**KEEP IN MIND ** When you are testing, a button needs to look like button.

Also do not create any long buttons along the bottom. People will think it’s a footer not a button.

The artist and organizer in me is always looking for ways to make things attractive and neat. But if there is one thing that I learned over my years as a Creative Director specializing in direct mail, pretty and organized is not always what gets the highest response.

Years ago when I worked at Time‘s Consumer Marketing Department — when sweepstakes were a driving force in obtaining subscriptions —  I was reviewing the control. It was the most disorganized mailing I’d ever seen! Place this sticker somewhere to get the extra 10,000 dollar bonus… place another sticker on some other form to get the free gift… here’s a list of your prizes, but if you want this specific prize then check a box, etc…. BUT IT WORKED! Why? Because the customer was thinking: “If I could figure this out, I really might be a winner.”

This disorganization was true for this particular sweepstakes package, but it’s not necessarily the true for the direct response pieces we mail today. Each kind of piece draws its own emotional response from the customer. To find out what elicits that response in your customer, you must follow the direct mail mantra:  Test, test, test.

The changes are:
1. SIZE

Acceptable sizes for FSMs are 4-1/4” x 6” up to 6-1/8” x 10-1/2”.
 Previously, the largest dimension was 11-1/2”.

2. SETUP
All FSMs must open at the top and fold at the bottom.  No longer can they open either at the top or the bottom.

3. SEALS

FSMs must be sealed closed using glue spots or non-perforated wafer seals. Now we must use translucent paper seals.

Here’s a piece I designed for Newsweek. Very basic, but take note of the barcodes that I circled in red. They are an important design element of the piece. It makes the form worth something more. It’s saying this is a special access form, and your so lucky to have received it.  BTW, the barcodes are just art that plays no role other than decoration.

Designer: Meryl Randman; Writer: Patrick Donoghue

Here are two emails, both with the images off. If you were to click “images on” (show content), the email on the bottom is “prettier”. This fits perfectly into my argument that good design is not always the prettier designed. I would say that the one on top is the better design. The message is clear and direct from the moment the email is opened. No need to turn images on to get a quick positive response.

The Post Office was retiring the Postnet barcode in May 2011, replacing it with Intelligent Mail barcode. They are now relaxing some of the requirements. Postnet barcode will still be allowed for Business Reply Mail, Automation Discounts and Confirm Service. To learn more go to: http://goo.gl/96KFs

Coupons are effective.

Consider these points from http://smallbusinessbonfire.com/blog:

1.    Coupons are time-based and encourage fast action.
2.    Coupons offer an immediate benefit.
3.    Coupons can push on-the-fence purchasers toward making a purchase.
4.    Coupons can give previous purchasers a reason to purchase again.
5.    The success of your coupons can be measured and tracked.

When considering creative there are certain design elements that scream out “This is a coupon”.

1. A dashed rectangular frame. Especially with the word save in it.

2. Small scissors touching the border

3. Layout placement—

• Traditional media such as ads and inserts in a corner of a page for easy cutting (or tearing).

• In direct mail I opt for a separate buckslip.

• For email, placement it’s best on the top portion so it is seen as soon as the email is opened.

4. A gift card look

Can you think of anything else?

Are mailing oversize postcards worth the additional expense?

Oversize postcards stand out more in the mailbox. But are they really more effective than smaller postcards? Read more about this here.