Knowing how to write a direct mail letter that generates leads and sales is at the core of most traditional marketing positions. Whether you are working for an ad agency or a political campaign, direct mail is essential to your overall strategy. Read on to see some of the most effective techniques and tactics that you can use to write high-conversion sales copy.
Keep the Mail Letter Short
The last thing you want to do is drown your audience in text and images. Direct mail that is too busy will increase the chances that your mailing will simply be thrown out. Keep sentences short, with only three to four sentences per paragraph.
Make Use of Images
Another thing to keep in mind is that you want to break the text up with images. Images can create a lot of meaning and make the overall tone of your direct mail piece seem less formal and easily digested. Picking the right image is a whole other process. You want the visual element to convey the same themes as your writing: a direct mail piece marketing food, for example, will want high-quality close-ups of the food, and people enjoying themselves while they are eating. Also, make sure that you fade or edit the photos so that they don’t sit jarringly against the text.
Always Include a Call to Action
The whole point of a direct mail piece is to get your audience to do an action. You can’t simply compile a list of benefits and hope that your readers will convince themselves. Clearly spell out what you want them to do, and how to do it – no beating around the bush and nothing hidden. To do this, choose actionable words like “order” or “call,” not everyday words like “get” or “receive.” It’s also important to create a sense of urgency. Words like “hurry” or “limited time offer” can encourage people to act soon – and can make it clear that promotions are time-sensitive.
Make Specific Takeaways Skimmable
You should make sure that your direct mail piece is fully skimmable. This means that if you simply glance at your copy, you should be able to remember a few key points. Important facts – like the price, timeframe, location, and tagline – should be featured prominently, with bright colors and graphics and a larger font size. Writing specific takeaways in brightly colored boxes to the side of your main body of the text is an effective way to call attention to longer sentences that are still important. Use this for phone numbers, important background information, or secondary calls to action.
Always Test Your Direct Mail Letters
You should always test minor tweaks before you implement them. By sending out two versions of a direct mail letter with only a single change between them, known as A/B testing, you can see the impact of implementing the above tips. For more information about marketing and direct mail specifically, feel free to check out our blog!