Understanding the principles of direct mail design is key in connecting with consumers. 

Research at 3M Corporation found that people process visuals 60,000 times faster than text. Studies show that people remember 80 percent of what they see, compared with only 20 percent of what they read and 10 percent of what they hear. 

 

First impressions mean everything, especially in business marketing, but they have to be sustained. Your message should be reinforced—many times, and in multiple channels—until the decision maker you want to influence sees you as a recognizable brand. Elite sales and marketing executives share a common trait: their ability to identify how prospects want to do business, then customize their sales pitch to reflect those preferences. Unfortunately, many marketers force the person to view their message through only one of the two most important channels: direct mail vs. e-mail. That one-size-fits-all approach that leads to marketing oblivion can be avoided by direct mail in concert with e-mail.