Words aren’t the only elements that communicate your direct mail message. Design does, too, so take its quality seriously.

If you don’t have the time, talent or interest in creating a strong visual presentation yourself — and hiring an in-house designer is out of the question — consider working with a freelancer or an agency. You can find these creative folks in the phonebook, online or, even better, through references.

Designers who work independently often charge less than graphic design firms or advertising agencies. But cost shouldn’t be your only consideration. For instance, a freelancer may be a great choice if you need design work on a mailer, but a shop may be able to handle more integrated work that includes copywriting, website design and even printing. Likewise, if you’d like multiple eyes and hands on your assignment, lean toward an agency.

What to ask of and provide a direct mail designer

Whichever route you choose, you’ll want to hire designers who have experience working on projects like yours. If you’re using a postcard to drive traffic to a website, interview folks who not only have worked on a similar piece, but also can tell you how it performed.

Study projects they’ve handled for other clients to get a feel for how they communicate and the look of their efforts. It’s great news if they have produced work for your industry before. If not, see how they have made design succeed for a variety of sectors.

You’ll also want to hire creatives who can meet your deadlines, share your creative vision and can discuss the project as often as you prefer.

In turn, be prepared to provide information that helps designers evaluate the assignment, like what you want the design to accomplish, your business model, the target audience and the project’s budget. Explain whether you’re looking for help organizing your thoughts and translating them onto paper, or if the task involves simply executing the idea you have in your head.

Plan to hire a freelancer or agency you will enjoy working with, too. Good vibes can boost creativity and productivity.