Hey, independent artists! Ready to take your creative projects to the next level? Whether you're promoting your latest artwork, announcing a gallery show, or sending out exclusive offers, direct mail is an awesome way to connect with your audience in a tangible, personal way. And guess what? You don’t need to be a marketing pro or have a huge budget to make it work—just follow these easy tips, and you’ll be mailing like a pro in no time.
Let’s make your mail stand out and get into the hands of your fans—without getting lost in the abyss of the postal system!
Font Fun: Make It Artsy, But Keep It Clear
We know you love playing with fonts (who doesn’t?!), but when it comes to mailing, the USPS has some preferences. They’re not quite as flexible as your canvas, but don’t worry—you can still keep it stylish and functional.
USPS-Approved Font Facts:
- Sans-serif fonts are a must. These are fonts without those little decorative feet (think Helvetica or Arial).
- Size it up! Go with at least an 8-point font or bigger so your address is easy to read.
- ALL CAPS: Yes, it might feel like you're yelling on paper, but the USPS prefers your address in all caps for maximum legibility.
Your art may be abstract, but your mail’s address needs to be clear! Keeping it simple ensures your work arrives safely to your fans’ mailboxes.
Envelope Vibes: Size Matters!
You’re used to working in all sizes and dimensions, but when it comes to mailing your pieces, choosing the right size envelope is key to keeping costs down and avoiding any postal nightmares. Whether you’re mailing out postcards, invitations, or a personal thank-you, envelope size determines how much you pay to send it.
Envelope Sizing for Artists:
- If your envelope or self-mailer (like a folded postcard or booklet) is under 6.125” x 11.5”, you’re golden for letter rates, which will save you money.
- If it’s larger than 6” x 10.5”, it’ll be considered flat rate, and you’ll end up paying more (up to 30.1 cents extra per piece—ouch!).
Popular envelope sizes that work for letter rates:
- #10 Envelope: A go-to for mailers, fits standard flyers or promotional materials.
- 6” x 9” Envelope: Perfect for mid-sized postcards or prints.
- Anything larger (like 9” x 12”) falls into the flat rate category, which could eat into your art supply fund!
And don’t forget:
- Window envelopes scream “business,” so if you want to keep things personal, a closed-face envelope may be your best bet.
- Customize your envelope’s appearance, but keep the sizing right to stay within budget.
Color Your World (But Not Your Address Block!)
You’re all about color—obviously! But when designing your direct mail, even the palette you choose needs a little consideration for USPS equipment. Yes, we know, it’s not the most exciting restriction, but if you don’t follow their guidelines, your colorful creations might not reach their destination.
Color Tips for the Creative Mind:
- Stick with light, neutral, or pastel colors for the background of your envelope or mailer. Think soft blues, pale pinks, or calming beige.
- Avoid dark, fluorescent, or black backgrounds (tempting, we know). These cause issues for the machines reading the barcodes and can result in your mail being returned or delayed.
If you're printing a design-heavy mailer or using full-color envelopes, remember to knock out the address block (a blank area where the address goes). This gives enough space for the USPS to read the address without it blending into your art.
The knock-out area for a standard #10 envelope is about 1.125” x 4.5”, so leave a nice clear space and let the rest of your artwork shine!
Show Off with Self-Mailers and Booklets
Sending out a self-mailer or booklet? These are a great, affordable way to showcase your art and updates to your fans. Plus, who doesn’t love unfolding something and discovering surprises inside? Just make sure you keep it within the USPS-approved sizes to avoid unnecessary costs.
- Max size for a folded self-mailer is 6” x 10.5”. Anything bigger gets bumped up to flat rates.
- Make sure everything stays secure—using tabs or glue to hold your self-mailer together ensures it won’t come apart in transit.
Personalize It: Make Your Audience Feel Special!
As an artist, your connection with your audience is personal, so why not make your mail just as personal? A little customization can go a long way toward getting someone to engage with your piece.
Here’s where personalization comes in. Use your fans' names, add a special note, or throw in a custom discount code just for them. If you’re mailing prints or art, you could even add a handwritten thank-you. Nothing feels more special than receiving a piece of mail that’s meant just for you!
Personalization Tips:
- Mention their name in bold. For example: "Hey Sarah, check out this new print!"
- If you’re selling or promoting your art, create limited-time offers to encourage engagement. Something like “Use code ARTLOVE for 15% off your next order” is simple but effective.
- Incorporate QR codes that lead to exclusive content or behind-the-scenes looks at your creative process.
Call to Action: What Do You Want Them to Do?
Don’t forget the most important part of any mailing: your call to action (CTA). Whether you’re inviting people to an art show, promoting your new collection, or offering special commissions, make sure your CTA stands out and is easy to follow.
CTA Inspiration for Artists:
- Keep it simple and clear: “Visit my site to see my latest artwork!” or “RSVP to my upcoming exhibit today!”
- Highlight the value: "Get 20% off this limited-edition print—only available to my mailing list!"
- Make it fun: Add a playful element that represents your creative style and invites your audience to engage.
Delivering Your Art, One Mailbox at a Time
By using these easy design tips, you’re not only ensuring that your beautiful creations reach your audience, but you’re also giving them an experience—one they can touch, hold, and feel. Whether you’re sending out invitations, prints, or postcards, these design basics can help your direct mail campaign soar straight to your audience’s hands.
Remember, the USPS has its rules, but they’re there to help make sure your mail gets delivered quickly and efficiently. So, follow these tips, infuse them with your creativity, and watch your next mailing campaign turn into a success!
Happy mailing, and may your mailboxes always be full of art!