Letter Design Rules

One might argue that the letter is the most important component in a direct mail package. It carries the sell copy, offer or ask.  It is deceptively simple but that simplicity is actually full of complex rules. Below you will find MY set of rules for designing a direct mail letter.

Some Unbreakable Rules:

1.     A letter should LOOK like a letter.  Indent each paragraph AND add a full line space between each paragraph.

2.     The page break should always be in mid-sentence. You want the reader to turn the page to finish the sentence and continue to read.

3.     Never end a paragraph with a single word (this is called a widow) it causes the reader to come to a full stop. It interrupts the flow of the letter and disrupts reader retention.

4.     If the letter is the addressing vehicle or “flying the package,” make sure the address block shows through the window of the envelope.

5.     Copy should be flush left-ragged right. Fully justified text can create rivers of white space in the copy unless you finesse each line break, letter and word spacing. If you have variable copy you are just asking for trouble.

6.     Do not hyphenate.

7.     The “offer” or “ask” should always be on the first page.

8.     Be aware of what falls above the fold. This is what the reader sees first when he/she pulls the letter out of the envelope. Never let text fall on a fold, especially if it is laser text as it will crack and flake off.

9.     Photos on letters should support the copy. (The photo of the elephant needs to be next to the paragraph about illegal ivory trade not the paragraph about baby seals.)

Some Breakable Rules

1.     Make sure everything is spelled correctly.

You would think this is an unbreakable rule, but what if it’s a letter from a child. Poor spelling, bad grammar and cross-outs add to the authenticity.

2.     Typeface choice is important. Use an easy to read letter font like Times New Roman in 12 point or larger if possible, and don’t go lower than 10 point. Stick to one type family.

If your letter is on a really small page, you may need to compromise on type size.

Try an entirely handwritten letter.

If you’re writing a ransom note, then feel free to use as many typefaces as you want.

3.     A letter should have a one-inch margin.

If you can’t fit the ask or offer on page one then you can fudge the margin a bit so you don’t have to drop the point size of the body text.

4.     A Johnson Box or “J-Box” is copy at the top of a letter before the actual letter begins. It’s an effective way to add impact to a letter but it may be inappropriate for letters that are intended to be formal or personal.  It is sometimes but not always contained in a box.  You can use it to emphasize benefits, for a quote or call out.

Try a handwritten Johnson box, or add a handwritten post-it note instead.

Personalize the Johnson Box with the recipient’s name.