How to Evaluate Direct Marketing Creative: Our 5-Point Checklist

How do you know if your direct marketing creative -- the integration of copy and design ­­-- is up to the task of connecting with the target audience and doing its part to drive a successful campaign? Nothing—no direct mail piece, email, website or social media ad—makes its way out the door without careful evaluation.

  • “It’s pretty” doesn’t necessarily equal “It’s effective.”
  • “That’s such a cool idea” doesn’t always translate to “It’ll resonate with our target market.”
  • “Wow, that really pops!” doesn’t mean “It’s on strategy.”
  • “I wouldn’t respond to that” doesn’t mean “It isn’t right for the target audience.”

Our creative team, which consists of art directors, designers, and copywriters, approach each project with a clean slate—and fresh ideas. But they also takeRead more