Personal Finance Mail Package
In 2017 I designed a new direct mail letter for Investing Daily for their publication, Personal Finance. Two years later, in 2019, I redesigned that letter reflecting an updated, more vibrant design style leading to an increase in subscribers.
2017 Design
The earlier design utilized a simplistic, “no-frills” style of sales letter, often favored by the financial publishing industry. While the 2019 update’s eye-catching, full-color design stands in bold contrast.
2019 Design
Creating a “Special Issue”
The goal of this project was to breathe new life into a successful acquisition package that had been mailed largely unchanged for two years. Using new and existing brand elements, I took on the challenge of reframing the design of this sales letter as a “Special Issue” of the newsletter it promotes.
To achieve the look and feel of a newsletter special issue, I started by adding a banner and a table of contents to the front page. The sections included in the table of contents feature sensational language, enhancing customer engagement with the sales letter. I chose new accent colors and typefaces for the text, to align with the newsletter style guide.
Inside the letter, I updated the footer with key point of sale directions, increasing response. I created a new “Special Issue” header and reformatted the pages into two columns to fit with the style guide. The two-column format also reduced the page count from 16 to 12, offsetting the cost increase associated with printing in 4-color and enhancing its value as a direct mail package.
Finally, I refreshed the graphics to match the 2019 special issue design. Black & white images were returned to full color. The ripped-paper style graphics I created in 2017 were converted to text to align with the newsletter style guide. A section of the letter, and blocks of subscriber testimonials were relocated to sidebars, creating visual interest and maintaining the flow of key information.
Additional Components
In addition to the sales letter, this successful acquisition package included a Lift Note and Order Form. Tailoring these pieces to this mail package came with unique challenges for each of them.
At four pages, the old lift note’s 8 ½ x 11, glossy, full-color, and full bleed design was very expensive to print. I was challenged to design a simpler lift note to accompany my sales letter design, which would continue to boost response, at a reduced cost. The design I created has been so successful at boosting response while also saving money, that it has been adapted for many other direct mail packages at Investing Daily.
The brief for this order form called for a major design update. I removed the bleeds and reduced the colors, saving money on print costs. I chose the green to match the still-in-use 2017 letter design, while the dark blue makes key information pop. Outdated references were eliminated to reposition the brand as modern and competitive. I enlarged the payment information section, improving response. Lastly, the address area was moved to accommodate the package’s new envelope.
