Most direct mail campaigns that underperform don't fail because of the offer. Poor briefing rarely gets the blame, but it's more often a factor than people realise. The brief was vague, the specs were missing, or the copy arrived two days before the deadline with no context about who it was for or what it needed to do.
A good design brief isn't just a courtesy to your designer. It's the difference between one round of amends and five.
This guide covers everything that should go into a direct mail design brief, whether you're working with an in-house designer or briefing a freelancer for the first time.
Designers who primarily work in digital are used to layouts that can be adjusted after launch. Direct mail doesn't work like that. Once a campaign goes to print, it's fixed. A missing bleed area, a CTA that's too small to scan, or copy that's been placed over a busy image background. None of these can be fixed after dispatch.
A direct mail brief needs to cover physical production requirements that simply don't exist in digital work. Bleed, safe zones, print-ready file formats, postal clear zones: these are non-negotiable, and your designer needs them upfront, not as an afterthought.
The other difference is that direct mail has a single moment to work. Unlike a website a visitor can return to, or an email sitting in an inbox, a piece of direct mail is held once, read once, and either kept or recycled. The brief needs to communicate that urgency and focus the designer on what matters most.
Start here. Everything else depends on it.
Tell your designer:
Getting these right upfront means your designer produces artwork that goes straight to print. Getting them wrong means rounds of amends that cost time and money.
What is this piece trying to do? One sentence, ideally.
Not "raise brand awareness". That's too vague. Something like: "Get lapsed customers who haven't bought in six months to use a reactivation discount code" or "Drive bookings for our summer availability before the end of July."
A designer who knows the objective makes different decisions to one who doesn't. Where the CTA sits, how prominent the offer is, how much copy versus image space. All of these are judgment calls that your designer will make better when they understand what success looks like.
Who is receiving this piece? Give your designer a clear picture of the person on the other end.
This doesn't need to be a lengthy persona document. Two or three sentences is enough: their age range, what they care about, what relationship they have with your brand, and what emotional state you're trying to put them in. "We want them to feel like they've been personally remembered, not mass-mailed" is genuinely useful creative direction.
The more your designer understands your audience, the more likely they are to make instinctive decisions that serve the brief rather than just filling space.
Direct mail copy should arrive in the brief, not be left for the designer to write. Design and copy need to be developed together, but in practice, designers need to know the word count and tone before they can build a layout that works.
Provide:
If you've used an AI prompt to develop your copy and creative direction (as covered in our guide to prompting AI for direct mail), include that output in the brief. The image direction and layout notes it generates are exactly the kind of context a designer needs.
This is where many briefs fall short. "Make it look nice" is not a brief. Neither is "something clean and modern."
Give your designer:
Be explicit about what the call to action is and how it should work technically.
Direct mail has a production timeline that designers sometimes underestimate if they're more used to digital work. Be clear about:
Here's a condensed example for an A5 postcard campaign:
Format: A5 postcard, double-sided, full colour
Size and specs: 210x148mm finished, 3mm bleed all sides, postal clear zone on address side, PDF/X-1a CMYK 300dpi
Objective: Reactivate lapsed customers (last purchase 6+ months ago) with a 20% off offer code, valid 30 days
Audience: Women 35–55, interested in homeware and interiors, previously purchased from us online. Should feel personal and warm, like hearing from a brand they liked but forgot about.
Copy: [Attached]. Headline is "We've been thinking about you." Offer code WELCOME20 must be most prominent element on the back. Small print TBC. Allow 30–40 words at base of back.
Visual direction: Warm, editorial feel. Lifestyle imagery of real homes (not CGI perfect). Neutral palette with one warm accent colour. Reference: [mood board attached].
CTA: QR code on front linking to homepage, QR code on back linking to offer landing page. Both codes to be supplied by us once set up in Stannp.com.
Deadline: Print-ready artwork needed by [date]. Campaign going live [date].
That brief gives a designer everything they need to start without a single follow-up question.
Design and copy need to be built together. A designer who receives copy after building a layout will spend more time adapting than creating. Send them together.
It happens on almost every brief from someone new to direct mail. The result is artwork that has to be rebuilt. Include it in every brief, every time.
If you don't tell your designer what matters most, they'll make their own decision. Sometimes that's fine. Often it isn't. Be explicit: "The headline, then the offer, then the QR code. Everything else is secondary."
Small copy changes can destroy a layout. "Just adding a sentence" can mean the designer has to restructure the entire back panel. Lock copy before approving design.
Designers working primarily in digital often work in RGB. RGB colours can shift dramatically in print. Specify CMYK in the brief and check that the final file is correct before uploading.
Once your designer has delivered print-ready artwork, uploading to Stannp.com is straightforward. The platform accepts PDF files and shows a preview before you approve and send. The safe zone overlay in the platform is a useful final check. If anything important is sitting outside the safe zone, you'll see it before anything goes to print.
Ready to send your next campaign? Create your free Stannp.com account and upload your print-ready artwork directly to the platform.
Not in the same way. The in-platform editor handles sizing and spec requirements automatically, so you don't need to supply bleed or CMYK files. But the strategic elements of a brief still apply: know your objective, your audience, your copy hierarchy, and your CTA before you start building. A well-thought-through brief makes the design process faster whether you're working with a designer or building it yourself.
It's rare to give too much direction when briefing direct mail. Designers generally prefer specificity to ambiguity. The distinction worth making is between direction and dictation: tell your designer what the piece needs to achieve and feel, not exactly how every pixel should be placed. The best briefs give a clear objective and creative guardrails, then trust the designer to solve the problem.
A mood board works just as well for most designers. Gather four or five images from other brands, campaigns, or even interiors and photography that capture the feel you're after, and include them in the brief. Even a note like "think more John Lewis than Ryanair" gives a designer useful context.
Work backwards from your intended send date. On Stannp.com, campaigns on active subscription plans dispatch the next working day after approval. Before that, allow time for final artwork delivery, internal review, and any last amends. Most campaigns need at least three to five working days between briefing and print-ready artwork, more if the design process involves multiple stakeholders.
Only if you have the rights to use them. Stock images need to be licensed for print use. Free web images almost never are. If you don't have your own photography, brief your designer to source licensed images, or use a paid stock library. Your designer should be able to advise on this.
RGB is the colour model used by screens. CMYK is the colour model used in print. The same colour can look significantly different between the two. A vibrant blue on screen can come out flat and muddy in print if the file isn't converted to CMYK correctly. Always specify CMYK in your brief and confirm the final file is set up correctly before uploading to Stannp.com.